Travel Dubuque Annual UpdateCopyrighted
February 3, 2025
City of Dubuque WORK SESSION #
City Council
ITEM TITLE: 6:00 PM - Travel Dubuque Annual Update
SUMMARY: Travel Dubuque President and CEO Keith Rahe will provide
the organization's annual presentation.
SUGGUESTED
DISPOSITION:
ATTACHMENTS:
1. Presentation
Page 9 of 721
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WHERE I STARTED
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KEITH RAHE
President & CEO
JOHN SUTTER
Vice President - Field of
Dreams Operations
1
SARA HANTEN
Vice President of
Operations
BECKY CARKEEK
Sales Manager
JULIE KRONLAGE
Vice President of Sales
A,
TAYLOR KELLOGG
Vice President of
Marketing
CARRIE KOELKER
Vice President of
Community Engagement
jow
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
WHAT HAS
HAPPENED AND
WHAT WE ARE
EXCITED ABO
.� LEISURE
AD BUY
=' Travel Dubuque continues to share out content
Travel Guide, Adventure Guide, and traveldubu ue.
'O" ,A, com) to targeted audiences via paid advertising.
' The results are continued growth on social media,
1 = . grequests, increased guide and increased website hits.
_
(Demonstrated in following slides.)
AD BUY
SOCIAL MEDIA CAMPAIGNS, GOOGLE AD WORDS,
SPOTIFY (MUSIC & PODCASTS), PRINT ADS
•• PICTURED LEFT: TRAVEL IOWA TRAVEL GUIDE AD 2025
Page 13 of 721
VICE PRESIDENT OF LEISURE
MARKETING
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IGUIDIR IDU Travel Dubuque's annual Travel Guide is produced
as a resource for all visitors to Dubuque. This guide
0 WA" - is mailed out by request either via phone, email,
or online form, as well as available as a digital
download. Travel Dubuque distribution program
delivers guides all across the Tri-State area as well as
r� within approximately 100 miles.
r1 2024 TRAVEL GUIDE RESULTS
• DIGITAL REQUESTS 1,048 TRAVEL GUIDES
PRINTED REQUESTS 17,077 TRAVEL GUIDES
` DISTRIBUTED-40,000 TRAVEL GUIDES
Page 14 of 721
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LEISURE
ADVENTURIP
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 '24/25
is currently in circulation.
SPRING + SUMMER'24 14,817 MAILED
FALL + WINTER'24/'25 11,940 MAILED TO DATE*
TOTAL OF 48,385 MAILED TO DATE* SINCE 2022
*AS OF 1/15/25
Page 15 of 721
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LEISURE
CONTENT
STRATEGY
SPONSORED CONTENT CREATOR VISITS: 6
Alexa (@wildlynorth), Bikabout, Katie (@gall_
adventures), Melissa (@witandfolly), Patricia (@
winnieluwanders), Tiffany (@goingandexploring)
NEW ARTICLES ON WEBSITE: 11
Highlights: 9 Accessible Attractions, 12 Food Trucks
to Track, 12 Can't -Miss Fall Festivals & Markets, &
Hidden Gems of Dubuque County
#GOINGVIRAL: A short Instagram Reel from
the Melissa (@witandfolly) collaboration
compared Dubuque's destinations to other
global destinations and went viral, amassing
22K likes and 1.1 M views.
rr
SCAN OR CODE
TO VIEW IG REEL.
Page 16 of 721
i
LEISURE
CONTENT
STRATEGY
(1 / 1 / 2024-12/ 31 / 2024)
FACEBOOK
VIEWS 719.9K REACH 710.5K
CONTENT INTERACTIONS 18.2K
FOLLOWERS 12.7K
NEW FOLLOWS 1 K
FOLLOWER GROWTH RATE 35.7%
I NSTAGRAM
VIEWS 235.5K REACH 115K
CONTENT INTERACTIONS 9.9K
FOLLOWERS 5.7K
LINK CLICKS 2.1 K
POSTS 246 + STORIES 164
Page 17 of 721
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LEISURE
K WELCOME
CENTER
VISITORS IN 2024: 7055
BUSIEST MONTHS: JUNE, JULY, AUGUST, OCTOBER
Visitors came from all 50 states and 34 countries,
including Argentina, Australia, Belgium, Bulgaria,
Brazil, Canada, Denmark, England, Finland, France,
Germany, Holland, Hungary, India, Ireland, Italy,
Japan, Luxembourg, New Zealand, Norway, Paraguay,
Peru, Poland, Puerto Rico, Russia, Scotland, South
Korea, Spain, Sweden, Switzerland, Taiwan, Tasmania,
Venezuela, and Wales.
Page 18 of 721
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This year, we had the pleasure of working with 87
groups, welcoming approximately 2,959 visitors —
and handing out an impressive 5,918 caramels along
the way! While the number of groups remained
steady compared to 2023, motorcoach groups have
been rolling in with slightly fewer passengers.
2024 RECAP
2,959 GUESTS
5,918 CARAMELS DISTRIBUTED
TOP ORIGIN STATES WERE WI, IL, & MN
VISITORS CAME FROM AS FAR AWAY AS CANADA
Page 19 of 721
A
ti
SALES
MEETINGS
Driftless Beef Conference January 23-24, 2025
Pony of the America's Club February 20-23, 2025
IA Association for Alternative Education March 13-14, 2025
Growing Sustainable Communities Conference April 1- 2, 2025
Iowa Knights of Columbus April 4-6, 2025
Circle WI Midwest Marketplace April 6-8, 2025
GrainCo Sept 12-14, 2025
Iowa Credit Union League Sept 18-20, 2025
Landlords of Iowa October 16-17, 2025
*The first week of April is going to be busy in Dubuque for convention business!
THE COOLEST 24 HOURS
In 2025, meeting efforts will strongly focus on meeting
planners in the Chicago market by encouraging them to hop on
the plane at O'Hare to experience Dubuque on the coolest
24-hour FAM tour.
Page 20 of 721
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1
SALES
In 2024, river conditions impacted riverboat stops, with high
waters in July preventing American Cruise Lines and Viking from
cruising, a bridge closure in September limiting traffic, and low
waters in October. American Queen Voyages did not stop in
Dubuque for the first time in over a decade due to bankruptcy.
As a result, Dubuque saw a decrease of 6,165 passengers
compared to 2023. However, 2025 forecasts include 10
dockings by Viking Mississippi and 28 by American Cruise Lines
at the Port of Dubuque.
Riverboat Twilight, Celebration Belle, and American Lady
reported a successful year in 2024.
Page 21 of 721
V
SPORTS C EVENTS
TS
U COMING
Vette City Volleyball Tournament February 7-9, 2025
;�• r'' Dubuque on Ice Brewfest February 22, 2025
o
Mississippi River Gymnastics Vacation Classic March 7-9, 2025
.�'Tvr
Julien Dubuque Film Festival April 21-27, 2025
.. Vintage Torque Fest May 2-3, 2025
Grandview Gallop June 7, 2025
• Ghost Saturdays July 5 & 19, 2025
w
Dubuque County Fair July 22-27, 2025
Ghost Saturdays August 2 & 16, 2025
Eleventh Frame Open August 15-17, 2025
Tim McGraw at the Field of Dreams Movie Site August 30, 2025
Dubuque Dragon Boat Festival September 6-7, 2025
Cardinals Fantasy Camp September 21-24, 2025
Mines of Spain 100 October 17-18, 2025
DockDogs & DuelingDogs November 3-9, 2025
World Championships
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FIELD OF DREAMS MOVIE SITE
YOUTH
TOURNAMENTS
The Field of Dreams Movie Site facilitated youth sports
tournaments in 2024 and hosted 453 teams across
10 weekends. Overall, 20 states plus Canada were
represented. In 2025, an anticipated 500+ teams will
play at the site over 12 weekends. Additional softball
and senior baseball tournaments will be held this year.
Page 23 of 721
FIELD OF DREAMS MOVIE SITE
2024 YOUTH TOURNAMENTS
453 TEAMS
participated in 2024 tournaments,
an increase of 21 % over 2023.
857 GAMES
with rain delays 9 of 10 weekends.
$6,805,833
estimated total visitor spending
on tournament weekends, with
$1,546,104 spent on lodging and
93 jobs created.
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Page 24 of 721
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INDUSTRY
UTRIPACH
COMMITTEE
• 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
provide an opportunity for partners to network. In
2024, meetings were hosted at the Field of Dreams
Movie Site, Convivium Urban Farmstead, and Holiday
Inn Dubuque.
Page 25 of 721
PARTNERSHIPS
SISTER CITY
The Sister City Committee has been bustling with
activity, including hosting ICMA dinners and
welcoming a Luxembourg delegate interested in
establishing an educational exchange program with
local high schools.
LOOKING AHEAD:
Making updates to the Sister City International Park to
enhance its appeal and functionality.
Increasing community engagement by identifying
opportunities to participate more actively in local events.
Increasing communication between our Sister Cities featuring
a yearly newsletter showcasing some of our international
events, such as the Growing Sustainable Conference and
Julien Dubuque International Film Festival, to name a few.
Page 26 of 721
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INDUSTRY
COUNTY
fPARTM 19 R
Travel Dubuque has renewed its partnership with
Jones, Delaware, and Jackson Counties for region
u&,rethe locavo marketing. Thanks to a DRA grant and support of
�'°"--•�^ ---►�_ •~-•« the project by ECIA, these counties, along with the
"~1•W.b•-, �;,;, — -~~' efforts already taking place with Dubuque County,
this initiative will once again position this area as a
.,�.....,,, regional destination.
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Page 27 of 721
THE RESULTS ar
IMPACT REPORTED
TO PATE.
TRAVEL RELATED
Ann 01 dmmlPJTURl9s
MILLIONS
THOUSANDS
MILLIONS
MILLIONS
2019
$391.00
3.23
$30.03
$31.97
2020
$281.02
2.43
$23.03
$25.90
2021
$403.21
2.79
$29.15
$29.64
2022
$439.15
2.92
$30.75
$30.08
2023
$461.70
3.01
$32.09
$30.75
5.13% GROWTH SINCE 2022
3.08% GROWTH SINCE 2022
4.36% GROWTH SINCE 2022
2.22% GROWTH SINCE 2022
ACCORDING TO THE ECONOMIC IMPACT OF TRAVEL
ON IOWA COUNTIES REPORT RELEASED BY IOWA
ECONOMIC DEVELOPMENT AUTHORITY IOWA
TOURISM OFFICE.
Page 29 of 721
HOTEL / MOTEL
dwJ9C RDs
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%
2026
737,331.79
523,666.89
999,442.57
1,258,940.03
$3,519,381.28
8.81 %
Page 30 of 721
FISCAL YEAR
2026 BUDGET
FISCAL YEAR 2026
BUDGE4
ACTUALS THROUGH
FY25 BUDGET
PROPOSED FY26 BUDGET
DEC. 31, 2025
INCOMF
Dubuque County
17,342.69
50,000.00
50,000.00
Grants
81,309.00
75,000.00
85,000.00
Gift Shop/Welcome Center
16,872.99
25,000.00
25,000.00
Co-op Programs
5,000.00
25,000.00
25,000.00
Bureau Services
147,299.00
227,250.00
214,500.00
Contracted Mgmt Services
93,750.00
225,000.00
225,000.00
CVB Events
51,687.15
10,000.00
10,000.00
Hotel/Motel Tax
808,636.00
1,617,272.00
1,759,691.00
Brochure Distribution
750.00
2,000.00
2,000.00
Progressive Dinners
32,135.00
45,000.00
35,000.00
Interest
4,379.68
6,000.00
6,000.00
TOTAI NCOME
1,259,161.51
2,307,522.00
2,437,191.00
Page 32 of 721
FISCAL YEAR 2026
BUDC T
ACTUALS THROUGH
FY25 BUDGET
PROPOSED FY26 BUDGET
DEC. 31, 2025
Expense
Convention Marketing
Tri-State Champion
891.28
2,500.00
3,500.00
Bid Process
9,053.91
14,000.00
16,300.00
Corporate Marketing
17,651.24
39,000.00
63,750.00
Associate Marketing
3,882.53
4,500.00
6,500.00
Convention Services
635.58
6,000.00
6,300.00
Growing Sustainable Conf.
9,629.00
52,000.00
52,000.00
Total Convention Marketing
41,743.54
118,000.00
148,350.00
Sports Commission
148,415.29
130,000.00
135,000.00
Group Tour Marketing
Group Tour Sales
5,099.83
7,300.00
6,250.00
Riverboat Tours
45,332.06
59,000.00
59,000.00
Tradeshows
9,003.76
44,000.00
18,000.00
Progressive Dinners
23,886.73
35,000.00
30,000.00
Total Group Tour Marketing
83,322.38
145,300.00
113,250.00
Page 33 of 721
FISCAL YEAR 2026
BUDG I ACTUALS THROUGH FY25 BUDGET PROPOSED FY26 BUDGET
DEC. 31, 2025
Marketing
Media Buys 145,703.67 278,000.00 338,000.00
Website 7,454.76 7,000.00 10,000.00
Total Marketing 153,158.43 285,000.00 348,000.00
Awareness Development
Local Awareness
3,204.98
16,000.00
16,000.00
Education/Staff Development
16,037.33
40,000.00
40,000.00
Hospitality
5,000.00
8,000.00
CVB Events
3,918.40
35,000.00
35,000.00
Gift Shop/Welcome Center
10,376.13
20,000.00
20,000.00
Brochure Distribution
183.53
500.00
500.00
Sister City
1,022.25
5,000.00
5,000.00
Community Partners
1,000.00
10,000.00
10,000.00
Air Service Grant
7,279.60
Total Awareness Development
43,022.22
131,500.00
134,500.00
Page 34 of 721
FISCAL YEAR 2026
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
ACTUALS THROUGH FY25 BUDGET PROPOSED FY26 BUDGET
DEC. 31, 2025
484,812.89
996,514.00
1,032,630.00
37,971.81
79,500.00
82,500.00
51,495.06
103,000.00
105,000.00
3,100.02
7,000.00
7,500.00
26,754.19
47,750.00
49,500.00
604,133.97
1,233,764.05
1,277,130.00
8,004.00
7,500.00
8,200.00
5,453.44
35,000.00
35,000.00
26,928.26
27,000.00
30,000.00
5,486.00
12,000.00
12,000.00
45,871.70
81, 500.00
85,200.00
Page 35 of 721
FISCAL YEAR 2026
all 1WrCT
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
TOTAL EXPENSE
ACTUALS THROUGH FY25 BUDGET PROPOSED FY26 BUDGET
DEC. 31, 2025
8,430.64
17,000.00
18,000.00
13,768.27
25/000.00
20,000.00
3,035.87
8/000.00
8,000.00
25,234.78
50,000.00
46,000.00
17,820.00
37,000.00
37/000.00
2,100.00
4,200.00
4,200.00
2,482.14
5,000.00
7,500.00
1,867.88
6/300.00
6/300.00
3,428.72
6,500.00
6,800.00
14,391.05
20,000.00
20/000.00
42,089.79
79,000.00
81,800.00
8,936.47
20/000.00
17,000.00
250.00
0.00
1,195,928.57 2,274,314.00
63,232.94 33,208.00
2,386,230.00
50,961.00
63,232.94
33,208.00
50,961.00 Page 36 of 721
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