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Travel Dubuque Annual UpdateCopyrighted February 5, 2024 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 -14 IRAVEL lit ' r T 5 • � L � 5 � M1 , ik * u alp rr 40, r k `• i `� k F. WHERE I STARTED KEITH RAHE President & CEO JOHN SUTTER Vice President - Field of Dreams Operations M SARA HANTEN Vice President of Operations BECKY CARKEEK Sales Manager JULIE KRONLAGE Vice President of Sales 0 TAYLOR KELLOGG Vice President of Marketing CARRIE KOELKER Vice President of Community Engagement WILLIE TIGGES MICHELLE RAHE NOAH WESTHOFF Content Marketing Director of Guest Services Sports & Events Manager Manager + MANY DEDICATED PART-TIME EMPLOYEES WHO HELP WELCOME GUESTS THROUGHOUT THE YEAR UPDATES Here are hl*ghll*qhts of what has happened and whati"s to come. F'i wh Y% { I CP MARKETING Adventure Guide Travel Dubuque launched its first Adventure Guide in Fall of 2022. These seasonal guides are mailed out by request, with Travel Guide requests, to existing mailing lists, and distributed in the Welcome Center and with brochure distribution. Fall + Winter '23/24 is currently in circulation. (PICTURED LEFT) FALL + WINTER'22/23 7,561 MAILED SPRING + SUMMER 123 11,711 MAILED FALL + WINTER 123/24 13,859 MAILED TO DATE* TOTAL OF 33,131 MAILED TO DATE* *AS OF 1/29/24 F'i � )V �s VPi P"'. - %5w W O �1 l`44 07 W MARKETING Ad Buy Travel Dubuque continues to share out content driven outlets (Travel Guide, Adventure Guide, and traveldubuque.com) to targeted audiences via paid advertising. The results are continued growth on social media, increased guide requests, and increased website hits. AD BUY SOCIAL MEDIA CAMPAIGNS, GOOGLE AD WORDS, SPOTIFY (MUSIC & PODCASTS), PRINT ADS INSTAGRAM 61.9% GROWTH IN AUDIENCE* FACEBOOK 34.6% GROWTH IN AUDIENCE* TRAVEL GUIDE 48% GROWTH IN REQUESTS* WELCOME CENTER VISITORS FROM ALL 50 STATES AND 29 COUNTRIES *COMPARED TO JUNE 2022 - JULY 2023 (FY 2023) PERFORMANCE '6 . 1 .6. TM "17.0C,. A No&* our /Lot ROAD TRIP 011ie atonglor all adventure MrOutilt I��bf�q�e.� r�c�r�r�r6or�nr� Jxc°c'son EVA ". &LikW1Lv cou►nY MARKETING Count Partnersgips Travel Dubuque has partnered with Jones, Delaware, and Jackson Counties to establish a partnership for marketing regionally. Thanks to a DRA grant and support of the project by ECIA, these counties, along with the efforts already taking place with Dubuque County, will position this area as a regional destination. This partnership includes regional marketing efforts, content creation, as well as inclusion on traveldubuque.com and the 2024 Travel Guide. IL ho •_ V r.•� }_ :..�..3 -rt ,fir SALES Group In 2023, 88 groups were welcomed to the community. 7,428 caramels were distributed to these groups. This is one of our complimentary services to motorcoach planners to make Dubuque stand out and show our appreciation for booking business. 2023 RECAP 3,714 GUESTS 7,428 CARAMELS DISTRIBUTED TOP ORIGIN STATES WERE WI, MN, IL, & MI 3 NEW GROUPS VISITED IOWA FOR THE FIRST TIME WITH THEIR VISIT TO DUBUOUE SALES Meetings Iowa Catholic Order of Foresters Leadership Iowa Growing Sustainable Communities Conference Association of College Admission Counselors 4 State Dairy Conference Valkyrie Riders Club Antique Studebakers Club — Midwest Studebakers Drivers Club Iowa City / County Managers Association Iowa State Association of Assessors Iowa Recycling & Solid Waste Agency March 2024 March 2024 April 2024 May 2024 June 2024 June 2024 June 2024 June 2024 July 2024 July 2024 October 2024 UPCOMING MEETINGS HIGHLIGHT: The Studebakers are coming! June 24-29, 2024 we will expect to see nearly 800 Studebaker Cars throughout the County. Their event will take place at the Dubuque County Fairgrounds with area hotels filling with nearly 800 attendees. SALES Riverboats We finished 2023 strong with just over 46,500 passengers on all riverboats coming into and out of Dubuque. This is an increase of 6,300 passengers in 2023 vs 2022. 2023 was the first season that Viking Mississippi operated at nearly full capacity and completed all of their scheduled visits. A decline in riverboat stops will take place in 2024, and this is directly related to each riverboat company operating the full river tour vs shorter tours between St. Louis and St. Paul throughout the summer. We will continue to offer outstanding tours opportunities in the community and surrounding areas. 2024 tours have been set, and planning has begun on 2025 opportunities. SPORTS & EVENTS • r comin vents Dubuque on Ice Brewfest February 24, 2024 Iowa Women's State Bowling March 2- April 28, 2024 Julien Dubuque International Film Festival April 24-28, 2024 ` f Vintage Torque Fest May 3-4, 2024 Grandview Gallop June 8, 2024 * Bownanza on the Mountain August 9-10, 2024 Irish Hooley August 24, 2024 Jeeps on the Mountain October 12, 2024 Dueling Dogs World Championships October 22-27, 2024* *ALSO DOCKDOGS 25TH ANNIVERSARY .+. PHOTO: CITY OF DUBUQUE - FIELD OF DREAMS MOVIE SITE 35th • Anniversary The Field of Dreams is celebrating it's 35th year in operation in 2024. Plans are currently underway to celebrate with events and promotions. Stay tuned for more! FIELDaF-DREAMS MOVIESITE TM AND D UNIVERSAL STUDIOS ESTABLISHED 1989 FIELD OF DREAMS MOVIE SITE Youth Tournaments The Field of Dreams Movie Site facilitated youth sports tournaments in 2023 and hosted 373 teams across ten tournaments May through July and from 22 states. The 2024 tournaments are currently being planned and sold to teams around the country. APPROXIMATELY 18,000 PEOPLE WITH PLAYERS AND FAMILIES VISIT FROM THESE TOURNAMENTS FIELD OF DREAMS MOVIE SITE 2023 Youth Tournaments Recap MAY 27 — 29: 64 teams JUNE 23 — 25: 62 teams JUNE 30 — JULY 3: 56 teams JUNE 2 — 4: 54 teams JULY 7 — 9: 40 teams JUNE 15 — 18: 29 teams JUNE 9 — 11: 24 teams JULY 28 — 30: 16 teams JULY 14 — 16: 15 teams JULY 21 — 23: 13 teams TEAMS PER AGE GROUP 12U — 129 teams 11U-78teams 13U — 61 teams 14U — 59 teams IOU — 31 teams 9U — 14 teams CALIFORNIA21nhNIBI ARIZONA: 2 Y11-3MWWI F-A1V ■ TOP 6-10 STATES TEXAS: 1 INDUSTR" Outreach -Commiettee The Travel Dubuque Outreach Committee is an evolution of the former, Advisory Committee. This committee meets quarterly at partner attractions to learn a little more about what is happening in -_ the travel industry locally and regionally as well as f provide an opportunity for partners to network. In 2023 meetings were hosted at the Dubuque Regional 9 q g Airport, Grand River Center, and Diamond Jo Casino with guest speaker, Debi Durham. MEN Here are the results of the tourism industry impact that has been reported to date. x THE DATA Travel Related _riglxDITURES MILLIONS THOUSANDS MILLIONS MILLIONS 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 2022 $439.15 2.92 $30.75 $30.08 ACCORDING TO THE ECONOMIC IMPACT OF TRAVEL ON IOWA COUNTIES REPORT RELEASED BY IOWA ECONOMIC DEVELOPMENT AUTHORITY IOWA TOURISM OFFICE. *2020 - 2022 NUMBERS RESULTED FROM USING A SLIGHTLY DIFFERENT (MORE ACCURATE) REPORTING METHOD AND FORMULA Hotel /Motel L! r;kr4 CY STR REPORT* DUBUQUE DUBUQUE JANUARY 41.5% 48.6% 38.9% FEBRUARY 49.7% 49.6% 49.9% *STR Report is a benchmarking report for the following counties in Iowa. MARCH 54.2% 64.6% 53.8% This data is compiled and shared APRIL 56.1 % 57.9% 55.4% with Travel Dubuque each month. MAY 60.5% 60.3% 59.3% Black Hawk County JUNE 69.2% 72.3% 70.5% Dallas County Dubuque County JULY 67.8% 71.5% 71.3% Johnson County AUGUST 56.7% 67.4% 71.3% Linn County SEPTEMBER 60.1 % 72.8% 65.7% Polk County Pottawattamie County OCTOBER 58.1 % 71.7% 64.4% Scott County NOVEMBER 49.7% 55.2% 51.1 % Story County DECEMBER 41.0% 47.3% 44.3% Woodbury County YEAR Hotel /Motel TIC _ _4 ,%,ORDS 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% 2024 691,149.72 584,393.42 718,326.73 899,392.95 $2,893,262.82 19.01 % 2025 595,447.08 854,435.34 722,583.12 1,062,079.37 $3,234,544.91 11.80% Here is the budget that will allow us to continue our impact in the Fiscal Year 2025, X THE BUDGET Fiscal Year 2025 BUDGE Actuals thru FY24 Budget December 31, 2023 AUP6 Dubuque County 32,654.56 50,000.00 Grants 52,500.00 75,000.00 Gift Shop/Welcome Center 22,141.72 25,000.00 Co-op Programs 17,500.00 25,000.00 Bureau Services 229,409.00 246,500.00 Contracted Mgmt Services 112,500.00 225,000.00 CVB Events 44,085.24 31,000.00 Hotel/Motel Tax 723,315.50 1,446,631.00 Brochure Distribution 5,000.00 Progressive Dinners 46,533.00 19,000.00 Contributions 8,809.89 Interest 3,231.81 500.00 TOTAL INCOME 1,292,680.72 2,148,631.00 Proposed FY25 Budget 50,000.00 75,000.00 25,000.00 25,000.00 219,500.00 225,000.00 10,000.00 1,617,272.46 2,000.00 45,000.00 4,500.00 2,298,272.46 Fiscal Year 2025 BUDGET Expense Convention Marketing Tri-State Champion Bid Process Corporate Marketing Associate Marketing Convention Services Growing Sustainable Conf. Total Convention Marketing Sports Commission Group Tour Marketing Group Leader Development Riverboat Tours Tradeshows Progressive Dinners Total Group Tour Marketing Actuals thru FY24 Budget Proposed FY25 Budget December 31, 2023 1,300.00 2,500.00 2,500.00 6,406.74 8,500.00 17,000.00 14,397.93 19,500.00 25,850.00 3,356.87 4,000.00 4,000.00 2,249.33 4,000.00 5,300.00 4,448.00 45,800.00 45,000.00 32,158.87 84,300.00 99,650.00 93,893.15 120,000.00 120,000.00 1,273.77 3,500.00 6,150.00 77,966.43 70,500.00 68,000.00 11,481.92 15,000.00 42,145.00 40,290.74 15,000.00 35,000.00 131,012.86 104,000.00 151,295.00 Fiscal Year 2025 BUDGE Marketing Media Buys Website ,'otal Marketing Awareness Development Local Awareness Education/Staff Development Hospitality CVB Events Gift Shop/Welcome Center Brochure Distribution Sister City Community Partners Contracted Services Total Awareness Development Actuals thru FY24 Budget December 31, 2023 95,796.48 5,631.79 101,428.27 3,697.37 21,353.38 95,452.60 13,465.19 63.55 5,000.00 28,500.00 167,532.09 260,000.00 5,000.00 265,000.00 23,500.00 30,000.00 3,500.00 90,000.00 15,000.00 500.00 5,000.00 15,000.00 182,500.00 Proposed FY25 Budget 300,000.00 5,000.00 305,000.00 16,000.00 40,000.00 4,000.00 30,000.00 18,000.00 500.00 5,000.00 10,000.00 123,500.00 Fiscal Year 2025 BUDGE Actuals thru FY24 Budget December 31, 2023 Salaries & Benefits Salaries 460,173.03 928,780.00 Payroll Tax Expense 34,518.64 74,225.00 Health & Dental Insurance 51,044.08 87,600.00 Life/STD & LTD Insurance 3,066.12 6,920.00 Pension Contribution 20,963.09 45,000.00 Total Salaries & Benefits 569,764.96 1,142,525.00 Administrative Insurance 6,670.00 7,650.00 Postage 17,217.27 20,000.00 Accounting & Legal Services 20,856.46 24,500.00 Parking 5,720.00 11,500.00 Total Administrative 50,463.73 63,650.00 Proposed FY25 Budget 983,514.00 78,500.00 103,000.00 7,000.00 47,500.00 1,219,514.00 7,500.00 25,000.00 25,000.00 12,000.00 69,500.00 Fiscal Year 2025 R" 'DI;Fop' Operations Telephone, Telecommunications Computer Software/Equipment Supplies Total Operations Facilities Welcome Center Rent Storage Space Rent 3rd & Main Condo Association Utilities Office Maintenance Dyersville Office Total Facilities Depreciation Expense Interest Expense TOTALEXPENSE Actuals thru December 31, 2023 7,535.93 9,023.64 3,225.88 19,785.45 17,717.00 2,100.00 2,482.14 2,103.04 3,243.96 6,588.88 34,235.02 FY24 Budget 17,000.00 Proposed FY25 Budget 17,000.00 20,000.00 20,000.00 7,000.00 7,000.00 44,000.00 44,000.00 35,537.00 36,900.00 4,200.00 4,200.00 5,000.00 5,000.00 6,300.00 6,300.00 6,500.00 6,500.00 13,000.00 20,000.00 70,537.00 78,900.00 21,000.00 20,000.00 250.00 250.00 1,210,443.96 2,097,762.00 82,236.76 2,231,609.00 82,236.76 50,869.00 66,663.46 TRAVEL Thank You