Travel Dubuque Request for Funding for Field of Dreams Copyrighted
December 2, 2024
City of Dubuque CONSENT ITEMS # 11.
City Council
ITEM TITLE: Travel Dubuque Request for Funding for Field of Dreams
Project
SUMMARY: City Manager recommending City Council approval of the
Memorandum Agreement with Travel Dubuque regarding
funding for the Field of Dreams Project.
SUGGUESTED Receive and File; Approve
DISPOSITION:
ATTACHMENTS:
1. MVM Memo
2. MOU 11-26-24
Page 202 of 645
Dubuque
THE CITY OF �
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TO: The Honorable Mayor and City Council Members
FROM: Michael C. Van Milligen, City Manager
SUBJECT: Travel Dubuque Request for Funding for Field of Dreams Project
DATE: November 26, 2024
In 2022, Travel Dubuque requested that the City of Dubuque contribute one million
dollars to the Field of Dreams project from the allocation of American Rescue Funds Act
(ARPA) the city had received from the federal government. At the May 16, 2022, City
Council meeting the Mayor and City Council approved my recommendation to fund the
Travel Dubuque request and provide authorization to negotiate a funding agreement.
City Attorney Crenna Brumwell and I have negotiated that agreement.
There have been delays in the Field of Dreams project, but now a local not-for-profit,
Dyersville Events, has purchased the 297 acres site and is making plans to complete
some major elements of the original plan including the youth baseball/softball fields and
the major league stadium.
Even without these improvements, in 2024, the Field of Dreams hosted 453 teams from
22 states and 2 Canadian providences across 10 weekends and they already have
inquiries from over 1,400 teams considering signing up for tournaments in 2025, though
without all the improvements not yet completed they will not be able to accommodate
anywhere near that number of teams. They anticipate hosting over 600 teams in 2025.
In 2026 they anticipate hosting over 800 teams.
The original feasibility study says the Field of Dreams site will generate over 61,000
hotel rooms a year.
In this agreement the $1 million will be restricted for use by Travel Dubuque with
approved uses including:
a. Marketing of the Field of Dreams site and affiliated activities.
b. Marketing, specifically to Field of Dreams attendees, the visitor experiences and
activities available within the City of Dubuque at not-for-profits, including but not
limited to:
i. National Mississippi River Museum & Aquarium
ii. Dubuque Museum of Art
iii. Fenelon Place Elevator Company
iv. Island Social
v. Dubuque Arboretum & Botanical Gardens
Page 203 of 645
vi. The Wanderwood Gardens
vii. Dubuque YMCA and SkyTours Zipline
viii. Veterans Memorial Plaza
ix. Eagle Point Park
x. Hillcrest Family Services Reflections in the Park
xi. Clarke University
xii. University of Dubuque
xiii. Loras College
xiv. Emmaus Bible College
xv. Five Flags Center
xvi. Grand River Center
xvii. Miracle League of Dubuque
c. Marketing, specifically to Field of Dreams attendees, the visitor experiences and
activities available within the City of Dubuque from for-profit businesses and
activities inordinately impacted by the COVID-19 pandemic, including tourism,
travel, and hospitality.
The funds provided by the City to Travel Dubuque for the above purposes shall be
spent by Travel Dubuque at the direction of the Travel Dubuque Board of Directors to
ensure maximum exposure and proper timing.
It is understood that these expenditures will be made over several years and Travel
Dubuque shall include in its annual report to the City an update on the expenditure of
funds for the above outlined purposes.
A generation is defined as at least a 20-year period. The Field of Dreams can be
described as a once in a generation project for our region. Here are what can be
considered some transformational projects in Dubuque:
In the 1970's the flood wall was completed protecting the city to this day and Five Flags
was constructed.
In the 1980's Dubuque Greyhound Park was built and is still giving back today.
In the 1990's the city owned industrial parks were built and there has been hundreds of
millions of dollars of investment, with 6,000 jobs and job creation continuing to this day.
In the 2000's the America's River Project in the Port of Dubuque began, leading to over
$500 million in investments including the National Mississippi River Museum and
Aquarium, the Grand Harbor Hotel and the Grand River Center influencing the tourism
industry well into the future.
In the 2010's we saw the Historic Millwork District, the continued revitalization of
downtown and the Bee Branch Creek Watershed Flood Mitigation Project.
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Page 204 of 645
Now in the 2020's we have some significant opportunities with Chaplain Schmitt Island
development and more development in downtown, Historic Millwork District, Central
Avenue and the Port of Dubuque.
However, to continue to grow, another generational project that answers the question,
WHAT'S NEXT, is needed. This region needs population growth. While the Dubuque
area has climbed out of a big hole over the last 25 years more must be done.
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The answer to the question of WHAT'S NEXT, is the Field of Dreams.
Dyersville Events plans to invest tens of millions of dollars over the next two years.
Travel Dubuque wants to partner with the not-for-profit. This will generate tens of
millions of dollars throughout the region.
The 3,000 permanent seat stadium, with the capacity to add over 5,000 temporary
seats, will host amateur and professional baseball, community and youth athletics,
educational and cultural events, creating a year round destination.
The City of Dyersville has committed one million dollars, Dubuque County has
committed $5 million. The State of lowa has committed millions of dollars. The partners
will be pursuing other fundraising opportunities.
Based on feasibility studies by Sports Facilities Companies, Inc, the stadium is
estimated to create $10.5 million in direct spending annually for the region and 81 full
time tourism jobs will be supported annually by year five. They anticipate $32 million in
direct spending for the master plan improvements for the stadium, tournament fields,
3
Page 205 of 645
and other development which will create 250 jobs for the region plus hundreds of
construction jobs as the stadium is being built. Not only will this project bring visitors
and fans for games, events, and tournaments, it will also bring 136,000 non-local
visitors to the area each year to view all that is happening.
The feasibility study forecasts 61,000 additional hotel room nights added to this market.
With the 7% Hotel/Motel tax that would generate a $535,000 increase in the Hotel/Motel
tax receipts. Estimating 60% of that business coming to Dubuque that would be a
minimum of$320,000 a year with Dubuque quickly recouping the costs of this one-
million-dollar investment.
Dyersville City Manager Mick Michel has shared with me projections of the increase in
Local Option Sales Tax receipts related to the Field of Dreams project. It is estimated
that the annual increase in Local Option Sales Tax for all taxing bodies in Dubuque
County would be $320,089 with $192,400 being the share going to the City of Dubuque.
This is only related to the direct spending estimates and does not include indirect
spending or the spending on the actual construction.
Combining the annual increase in hotel/motel tax receipts ($320,000) and the annual
increase in Local Option Sales Tax receipts ($192,000) the City of Dubuque would
receive over $512,000 a year in additional tax revenues recouping this one million dollar
investment in less than 2 years once the facility is fully operational. These increased
tax revenues would still continue after that 2-year period.
The City of Dubuque is already seeing the construction of three new hotels, partially
based on the increased demand that is being created by the Field of Dreams project.
One is the DRA Key Hilton Hotel on Chaplain Schmitt Island and the other two are
Mariott Hotels being built in the Port of Dubuque by Kinseth Hospitality.
The TBK Bettplex sports tourism facility in Bettendorf generates demand for over
30,000 hotel rooms a year and has led to the construction of 2 new hotels.
The revenues the City of Dubuque receives from the Hotel/Motel tax is divided 50% to
Travel Dubuque and 50% to property tax relief. With new hotels comes more than
hotel/motel taxes as the hotels provide an increase in property taxes.
Dubuque has taken aggressive affirmative actions over the last 50 years to mitigate and
recover from the economic devastation of the 1980's when Dubuque had the highest
unemployment rate in the country at over 23%.
In the 1960's Dubuque was described as "a strategic industrial, wholesale, and retail
center dominating a vast tri-state marketland," with a 15% unemployment rate.
For many reasons, 20 years later the 1980's hit, and Dubuque lost almost 10% of its
population, with the Chamber of Commerce saying, "Dubuque's plight is becoming
desperate ...."
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• � - • -• • ��� • •
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Gary, IN 175,415 69,093 -60.6%
South Bend,IN 125,580 103,453 -17.6%
Flint,MI 193,317 81,252 -58.0%
Detroit,MI 1,511,482 639,111 -57.7%
Akron,OH 275,425 190,469 -30.$%
Cincinatti,OH 452,524 309,317 -31.6%
Cleveland,OH 750,903 372,624 -50.4%
Dayton,OH 243,601 137,644 -43.4%
Toledo,OH 383,818 270,871 _29.4%
Youngstown,OH 739,788 60,068 -57.�%
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Boone -1.6%
Storm Lake -2.4%
Percent Muscatine -.08%
C h a n g e i n Marshalltown -2.8%
Newton 3.3%
Popu I at i on. Oskaloosa 0%
2�1 ��202� Spencer -4.1%
Ottumwa -1.8%
Burlington -5.1%
Mason City -4.496
Fort Dodge -5.5%
Fort Madison-Keokuk -7.0%
Clinton -5.5%
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The City of Dubuque has a long history of partnering with Dubuque County on important
projects. Some examples include the financial contribution Dubuque County made
when the City of Dubuque submitted the $40 million Vision lowa grant for the America's
River Project and the contribution of the approximately 200 acre County Farm property
as part of the building of the Dubuque Industrial Center West. The City of Dubuque and
Dubuque County also did cost sharing on the land acquisition for the Southwest Arterial
Project.
Adding visitors to Dubuque also supports workforce development as the lowa Economic
Development Authority reports that over 60% of the people that move to a new
community discovered that community through a vacation visit or business trip visit.
Travel Dubuque President and CEO Keith Rahe, Dyersville Economic Development
Corporation Executive Director Jacque Rahe, and Travel Dubuque Field of Dreams
Operations Vice President John Sutter recently presented to the Greater Dubuque
Development Corporation Board of Directors.
The Vision for the Field of Dreams site is as follows:
• Preserve and build upon the iconic Field of Dreams destination in Dubuque
County, that has drawn over 4,000,000 visitors, for generations to come.
• Create a world-class venue to host a variety of state, regional, and national
events including future MLB games.
• Carry the momentum and excitement of past events and the MLB relationship to
a multi-year level.
• Elevate and showcase the history, opportunities, and vitality of the Tri-State
Region: the place we call home.
The two Major League Baseball games that have been played on the field drew over 9.3
million viewers with the first game being the most watched regular season game since
2005.
In 2022, travel related expenditures in Dubuque County were $439 million supporting
over 2,900 jobs.
The 7% Hotel/Motel tax revenues are projected to be $3,239,545 in 2025 (prior to
completion of any Field of Dreams improvements) an increase of 43% ($965,500) from
2019, the year before the pandemic, which was $2,269,045.
The expansion of the Mississippi River Cruise boat industry with the arrival of 4 new
boats and the arrival of Viking Cruise Lines is expanding the exposure of the
international traveler to Dubuque. While they do not stay in hotels while on their cruise,
some of these people will come back to Dubuque and most of these passengers will go
back to their homes and tell their family and friends about this new place they have
discovered in the heartland of America, Dubuque —the Masterpiece on the Mississippi.
6
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The same is true for the international exposure that will be created through the Field of
Dreams. Some of those people will come back and they will tell their families and
friends about Dubuque.
A May 2024 McKinsey & Company report titled, "The State of Tourism and Hospitality
2024," has several important conclusions:
"Global Travel is back and buzzing. More regional trips, newly emerging travelers and a
fresh set of destinations are powering steady spending."
"As global tourism grows, it's crucial for destinations to be ready. How can the tourism
ecosystems prepare to host unprecedented volumes of visitors-while also managing the
challenges."
McKinsey surveyed current day travelers with the following results:
"Travel has become a top priority, especially for younger generations. Sixty-six percent
of the travelers we surveyed say they're more interested in travel now than they were
before the COVID-19 pandemic. This pattern holds across all surveyed age groups and
nationalities. Respondents also indicate that they're planning more trips in 2024 than
they did in 2023."
"Travel isn't merely an interest these days. It's become a priority-even amid uncertain
economic conditions that can make budgeting a challenge. Travel continues to be one
of the fastest-growing consumer spending areas, rising 6 percent over a recent 12-
month period in the United States, even when adjusted for inflation. Only 15 percent of
our survey respondents say they're trying to save money by reducing the number of
trips they go on. And in the February 2024 McKinsey ConsumerWise Global Sentiment
Survey of more than 4,000 participants, 33 percent of consumers said they planned to
splurge on travel, ranking it the third-most-popular splurge category-trailing only eating
at home and eating out at restaurants."
"Younger generations appear to propel much of the rising interest in travel. In 2023,
millennials and Gen Zers took, on average, nearly five trips, versus less than four for
Gen Xers and baby boomers. Millennials and Gen Zers also say they devote, on
average 29 percent of their incomes to travel, compared with 26 percent for Gen Zers
and 25 percent for baby boomers."
"Younger generations are prioritizing experiences over possessions. Fifty-two percent of
Gen Zers in our survey say they splurge on experiences, compared with only 29% of
baby boomers."
McKinsey concludes that, "Tourism and hospitality are on a journey of disruption.
Shifting sources markets and destinations, growing demand for experiential and luxury
travel, and innovative business strategies are all combining to dramatically alter the
industry landscape."
7
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Las Vegas talks about the "Fun Economy." They say they are at the intersection of a
massively intertwined fun economy of tourism, sports and entertainment.
Dubuque is no Las Vegas, nor do we want to be, but we are, a beneficiary of the, "Fun
Economy."
If we expect to be a premier tourism destination, we need to have the infrastructure in
place to support those visitors to our signature tourist attractions like, the Mississippi
River, the National Mississippi River Museum and Aquarium, the Field of Dreams, and
the many supporting attractions including the gambling industry.
In my research I have found that tourism significantly impacts a local economy in
various ways:
• Tourism generates employment opportunities in various sectors, including
hospitality, transportation, retail, and entertainment. This helps reduce
unemployment rates and supports local livelihoods.
• Visitors spend money on accommodations, food, attractions, and services,
contributing to the local economy. This influx of cash helps businesses thrive and
can lead to increased tax revenue for local governments.
• Tourism encourages the growth of local businesses, from restaurants and shops
to tour operators and attractions. This can lead to a more vibrant local economy
and community.
• Tourism fosters cultural exchange and appreciation, which can enhance the
community's cultural offerings and create a more diverse and inclusive
environment.
• Successful tourism can enhance a region's reputation, attracting further
investment and visitors. This positive branding can lead to long-term economic
benefits.
Overall, tourism acts as a catalyst for economic development, bringing diverse benefits
to local communities while fostering a sense of pride and cultural identity.
The City of Dubuque must continue to take aggressive affirmative actions to keep up
the momentum that has been developed in Dubuque County leading to a 4.2%
population gain from 2010-2020. The Field of Dreams answers the question for
Dubuque in the 2020's, WHAT'S NEXT.
8
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I respectfully request Mayor and City Council approval of the Memorandum Agreement
with Travel Dubuque.
v
Mic ael C. Van Milligen
MCVM:sv
Attachment
cc: Crenna Brumwell, City Attorney
Cori Burbach, Assistant City Manager
Keith Rahe, Travel Dubuque President and CEO
Nate Runde, Dyersville Events Chairperson
9
Page 211 of 645
MEMORANDUM OF AGREEMENT BETWEEN
THE CITY OF DUBUQUE
AND
THE DUBUQUE AREA CONVENTION AND VISITORS BUREAU DOING BUSINESS
AS TRAVEL DUBUQUE
WHEREAS, the American Rescue Plan Act (ARPA) allocated $350 billion dollars for state
and local governments; and
WHEREAS, the City of Dubuque (City) received $26,522,282; and
WHEREAS, an eligible expenditure of ARPA funds includes responding to the public
health and negative economic impacts of the pandemic; and
WHEREAS, responding to the public health and negative economic impacts of the
pandemic includes granting assistance to impacted industries, including tourism, travel,
and hospitality that faced inordinate impacts due to the pandemic; and
WHEREAS, the City in May 2022 committed $1 million of the City's ARPA funds to the
Dubuque Area Convention and Visitors Bureau doing business as Travel Dubuque
(Travel Dubuque) related to development of the Field of Dreams; and
WHEREAS, the City Manager was authorized to negotiate the terms of the City
contribution; and
WHEREAS, this Memorandum of Agreement formalizes the terms of the City contribution
of ARPA funds to Travel Dubuque.
NOW THEREFORE the Parties agree as follows:
1. City shall provide $1 million to Travel Dubuque from the City's allocation of ARPA
funds.
2. The $1 million will be restricted for use by Travel Dubuque with approved uses
including:
a. Marketing of the Field of Dreams site and affiliated activities;
b. Marketing, specifically to Field of Dreams attendees, the visitor experiences
and activities available within the City of Dubuque at not-for-profits,
including but not limited to:
i. National Mississippi River Museum & Aquarium
ii. Dubuque Museum of Art
iii. Fenelon Place Elevator Company
iv. Island Social
v. Dubuque Arboretum & Botanical Gardens
vi. The Wanderwood Gardens
vii. Dubuque YMCA / SkyTours Zipline
viii. Veterans Memorial Plaza
Page 212 of 645
ix. Eagle Point Park
X. Hillcrest Family Services Reflections in the Park
xi. Clarke University
xii. University of Dubuque
xiii. Loras College
xiv. Emmaus Bible College
xv. Five Flags Center
xvi. Grand River Center
xvii. Miracle League of Dubuque
c. Marketing for -profit businesses and activities inordinately impacted by the
COVID-19 pandemic, including tourism, travel, and hospitality
3. The funds provided by the City to Travel Dubuque for the above purposes shall be
spent by Travel Dubuque at the direction of the Travel Dubuque Board of Directors
to ensure maximum exposure and proper timing.
4. It is understood that these expenditures will be made over several years and Travel
Dubuque shall include in its annual report to the City an update on the expenditure
of funds for the above outlined purposes.
5. In the event of noncompliance with a term of this Agreement by Travel Dubuque
the City shall provide written notice to Travel Dubuque which shall then have five
(5) days to cure the breach. If Travel Dubuque fails to cure the breach within five
(5) days, Travel Dubuque shall be responsible to refund the remaining balance to
the City.
This Memorandum of Agreement shall remain in place from the last date of signature
below until the $1 million is fully spent.
TRAVELDUBUQUE
(Name and title of individual signing)
CITY OF DUBUQUE
JR—arn—e and title dividual signing)
November 26 , 2024
December , 2024
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FIELD of DREAMS
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ANALYSIS
TOURNAMENTS
AT THE
FIELD OF DREAMS
2024 YOUTH BASEBALL
ANALYSIS
FIELDQF-DREAMS
MOVIESITE
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DYERSVILLE, IOWA
453 looms
participated in
2024 tournaments
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Teams traveled 100,011 miles
which would circle the globemole than 4 times
local Visifol Spending on iournamcnf Weekends: $61F805IF833
s1,540,104 spent on lodging
03 jobs created
TOURNAMENT
TEAM BREAKDOWN
Teams traveled a total of 106,677 miles to attend the
tournaments, averaging 237.8 miles per team.
CALIFORNIAs
-d'rvif
. TOP 1.5 STATES
. TOP 6-10 STATES
■ NEW STATE FOR 2024
Geography Breakdown
States Represented
State
Teams
State
Teams
Illinois.............................................143
teams
Colorado ...........................................
5 teams
Wisconsin........................................97
teams
Arkansas ............................................
1 team
Iowa..................................................68
teams
California ..........................................
1 team
Minnesota.......................................35
teams
Georgia ..............................................
1 team
Missouri...........................................31
teams
Kentucky ...........................................
I team
Nebraska.........................................26
teams
North Carolina .................................
1 team
Indiana.............................................11
teams
Ontario, Canada
.............................. I team
Michigan...........................................8
teams
Texas..................................................I
team
South Dakota
...................................8 teams
Utah ....................................................
I team
Kansas...............................................6
teams
Wyoming ...........................................
I team
Ohio..................................................6
teams
1DA. 1
State Leaders
By Weekend
May 25-27..........................................
Wisconsin (16)
May 31-June...........................................
Illinois (19)
June 7-9......................................................
Illinois (8)
June 14-16...................................................
Iowa (18)
June 21-23...............................................
Illinois (16)
June 28-30...............................................
Illinois (30)
July 7-9.....................................................
Illinois (21)
July 14-16................................................
Illinois (22)
July 21-23..................................................
Illinois (7)
July 28-30..........................................
Wisconsin (15)
2023 States not represaented in 2024: Arizona, Connecticut, Maryland, New York, North Dakota
ECONOMIC IMPACT
Area influence of the Tournaments at the Field of Dreams
Total Spending*
Weekend
May 25-27............................. $795,513
May 31-June 2 ..................... $561,750
June 7-9................................. $368,306
June 14-16 ............................ $627,127
June 21-23 ............................ $843,576
June 28-30 .........................
$1,077,230
July 5-7..................................
$735,386
July 12-14..........................$1,032,760
July 19-21 .............................
$252,907
July 26-28 .............................
$511,278
Total .................. $6,805,833
Hotel Stays
Number of Room Nights
Number of Participants
5,185 Total Players
Total Players Per Age Group
9U....................................327 players
10U..................................520 players
HU..............................1,225 players
12U..............................1,387 players
13U..................................896 players
14U..................................830 players
Top Five Weekends
June 28-30...................... 794 players
July 12-14....................... 737 players
June 21-23...................... 629 players
May 25-27...................... 581 players
July 5-7 ........................... 573 players
15,555 Total Attendees
June28-30.......................................................................................................................1,565
July12-14........................................................................................................................1,436
May25-27.......................................................................................................................1,144
July5-7............................................................................................................................1,059
June14-16.......................................................................................................................... 954
June21-23.......................................................................................................................... 828
July26-28........................................................................................................................... 764
May31-June2
.................................................................................................................... 612
June7-9..............................................................................................................................
487
July19-21...........................................................................................................................
354
Total
9,203
* Calculations sourced through Iowa Travel Industry Partners (iTIP) Economic Spending Impact Calculator.
https://iowatravelindustry.org/data-research/
2025 TOURNAMENT
FORECASTING & SALES
Registration for 2025 opened in a limited capacity
on October 25 for 1,350 individuals who inquired
through the summer. Full registration opened on
November 1 for the general public.
250
200
150
100
50
9
2023 2024
2025 Dates
May 17-18
May 23-25
May 30 - June 1
June 6-8
June 13-15
June 20-22
Current 2025
Registration:
265 teams
� M
bA H
a w
2025 Goal:
525 teams
o �
�o
2026 & Beyond
r� w
800+ teams
June 27-29
July 4-6
July 11-13
July 18-20
July 25-27
August 8-10