Travel Dubuque Annual UpdateCopyrighted
February 2, 2026
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 present
the organization's annual update.
SUGGUESTED
DISPOSITION:
ATTACHMENTS:
1. Presentation
Page 10 of 865
1�0001 w
WAYS
rp-
Allft
V RRii
11 mar w a
�I AVE
A I. ,� SR�
t"it LA
Rlr alt�
f �
I
J&07a #arr&A
VICE PRESIDENT OF OPERATIONS
4944962 X?dl1QlP
VICE PRESIDENT OF SALES
E PRE�DEf�fT"OF MARKETING
93WAZI CQ/lt2?ki
� SALE MANAGER
WIMP, ?��
• CONTENTIVIARKETING MANAGER
Akhd& RZ4&
DIRECTOR OF GUEST SERVICES
a/(/lle xm&F/li
VICE PRESIDENT OF COMMUNITY
ENGAGEMENT
FIELD OF DREAMS SUPPORT
Alm J&mo
VICE PRESIDENT OF FUNDRAISING
& EDUCATION
W
DIRECTOR OF OGRAMMING
a At
GENERMR -BALLPARK
FOOD AND BEVERAGE DIRECTOR -
BALLPARK & YOUTH COMPLEX
Page 12 of 865
WHAT HAS HAPPENED
AND WHAT WE ARE
EXCITED ABOUT.
LEISURE TRAVEL
FOR PLACER
--- PVT
The "For Places Like This" campaign was soft -launched
in Fall of 2025. By organizing content around four
traveler personas (Families, Adventurers, Girls Trips,
Grown -Up Trips), it showcases Dubuque's genuine local
culture, outdoor adventures, historic charm, and culinary
scene, making it easy for different audiences to discover
memorable, Instagram-worthy moments.
Focusing on ages 25-45from IL, WI, MN, and NEseeking authentic
experiences. Execution is planned across all channels including the 2026
Travel Guide, ad buy, social media, persona -driven digital content, and a new
interactive itinerary builder (releasing Spring2026.)
le 14 of 865
�. 16. ALA — „
1
y
e
y9S
�►y
'�1�,''I y�'�'i,'• q !/ argRrfO
lop
RkY ICI
�o o w
���o �rso vgs�r
LEISURE TRAVEL
TR#VV1 P-11][DE
Travel Dubuque's annual Travel Guide is produced as a
resource for all visitors to Dubuque. This guide 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 within approximately 100 miles.
2025 TRAVEL GUIDE RESULTS
DIGITAL REQUESTS 822 TRAVEL GUIDES
PRINTED REQUESTS 4,813 TRAVEL GUIDES
DISTRIBUTED ~50,000 TRAVEL GUIDES
Travel Guide Mailings were reduced overall
due to Travel Iowa Leads program ending in July 2025
Page 15 of 865
4r
V
Trllv=!� am-IRRip-mmm
I
."Iclol 10 [LAVA I !FA
TZ&dMd, CONTENT MARKETING MANAGER
rr-
LEISURE TRAVEL
'* ENT STR Pv'- "
(1/1/ 2024-12/31/2024)
(ACROSS ALL PLATFORMS)
VIEWS 2,494,000+ FOLLOWERS 23,400+
t FACE BOOK
I N STAG RAM
TI KTO K
VIEWS: 1.9M
VIEWS: 459.6K
VIDEO VIEWS: 135K
CONTENT INTERACTIONS: 23K
REACH: 102.6K
PROFILE VIEWS: 1.4K
LINK CLICKS: 8.4K
CONTENT INTERACTIONS:
LIKES: 3.2K
17.4K
VISITS: 18.7K
COMMENTS: 65
LINK CLICKS: 1.6K
FOLLOWS: 2.5K
SHARES: IJK
�
VISITS: 7.3K
TOTAL FOLLOWERS: 15K
TOTAL FOLLOWERS: 1.7K
FOLLOWS: 1.4K
TOTAL FOLLOWERS: 6.7K
Page 17 of 865
,� y • •f ` I ,R; `' rr y
- .r• I I •ice +. t I�.f �°•
y. vl vr,l � N'! � �• ' - r r zY . � •�.'� ,� �.�', 4' .din {f � 4„ ^'
Ax
�' i' ,' 1� 1� v Ls ' f r s�, a • I. �r '•. x •.• ' •; r1 , � ..
'Qf '//� ',( M ,Ie a it• ,y�y ryp r
44
it
v i r yi
� iy= r� ,�� -�''��� ' -j� cf'y_ �• x LEA �,'�3."�^ ;� tiY.,t..: i. .' �'�'
�':� ` r'r �r 1 j � ' A� �: 7' jki '� r .T „ff♦ 3 � -�c.' Y �i+I�' �* .r` �
sK*r . I
o
S� '."` 1 ',•'� r J �_ J.1 _ i - r J S.. � r'4"Vti M � �`'et��*K^Z ..i 1 ''"i. �' i � � S.�r
k r
- IVkAeft RaA& DIRECTOR OF GUEST SERVI
1
zi
ki=
116
' I
F 'A
{ `41
yid
�.TT
f
..c.
SALES
GROUP TOURS
This year, we had the pleasure of working with 93 groups,
welcoming approximately 3,897 visitors, and handing
out an impressive 7,794 caramels along the way! Our
top origin states were Minnesota, Illinois, Wisconsin,
Michigan, and Nebraska.
2025 RECAP
93 MOTORCOACH GROUPS
3,897 GUESTS
7,794 CARAMELS DISTRIBUTED
2025 READER'S CHOICE AWARDS - TOP CVB/DMO
Travel Dubuque was named a runner-upfor Top CVB/DMO, as voted by
group travel readers. Thank you to our partners and Group TourManager
Becky Carkeekfor helping keep Dubuquefront and center in the industry.
Cexlllke& SALES MANAGER
Page 19 of 865
J
W I
x
do
CONGRATULATIONS
GROUPS TODAY
NEXT GEN
Becky Carkeek was named a Groups Today Next Gen
2026, a national honor recognizing just 10 emerging
leaders for innovation
, creativity, and industry impact.
93eek,,t, CQdP.PsiG SALES MANAGER
D
~� Travel
,. — Dubuque
a
Travel
- r
SALES
�CTTNGf
Iowa Credit Union League Conference was held in
Dubuque in September of 2025 generating over
$644,000 in economic impact. Our team continues to
work with community partners to bring business meetings
to Dubuque and continue to grow the economic impact to
our community.
APRIL SHOWERS BRING... MEETINGS!
IOWA RURAL DEVELOPMENT SUMMIT
First Time in Dubuque — April 8-10, 2026
IOWA AIRPORTS ASSOCIATION
April 14-16, 2026
INTERNATIONAL ASSOCIATION OF PUBLIC PARTICIPATION
First Time in Dubuque — April 14-16, 2026
Page 21 of 865
SALES
RIVFRRDATS
The riverboat season starts in late May and runs through
the end of October, bringing significant visitor traffic
to Dubuque. Viking Mississippi, American Cruise Lines,
Celebration Belle, and Riverboat Twilight will all be
returning in 2026, while American Lady continues to
run daily tours on the river starting in May. Riverboat
passengers make an impact on our attractions,
restaurants, retail outlets, and more throughout the season.
XW&P VICE PRESIDENT OF SALES
Page 22 of 865
�.
toot /0
WELCOME TO
is ' -s -�-�.' s�"r`e�'l� 1s f-� •
rT
:b MIN vuni �`-c Vo -� ^ J1i.w��E !_J AlHant huYl'p l'�'�'% I�BFIgIE• a�......
SALES
SPORTS £ EVENTS
The Dubuque Regional Sports Commission and Travel
Dubuque continue to make a strong community impact in
FY26, supporting over 20 sporting events in the county
with an estimated economic impact of over $2.3 million.
Thank you to the Iowa Economic Development Authority
and Governor for your continued support of this program.
,ith competitors
Travel Dubuque
Page 23 of 865
Ift
AM.
SPORTS & EVENTS
RAGBRAI
It's been 16 years since RAGBRAI last came through
Dubuque County, and we're excited to welcome back
over 25,000 riders in both Dyersville and Dubuque with
Dubuque ending the route as the final dip site.
In the upcoming weeks and months, details will be
released on how to volunteer, get involved, give input,
and more. Thank you to the City of Dubuque and City
Council for your support of this event.
DUBUQUERAGBRAI.COM DYERSVILLERAGBRAI.COM
Page 24 of 865
PARTNERSHIPS
SjS1r1rR ORTTY
The Sister Cities Commission meets bi-monthly to strengthen
international relationships and foster global connections. This
year, they hosted a Luxembourg delegate visit to Loras College,
launching an educational exchange opportunity. The commission
is developing plans and researching grant funding for updates to
Sister City International Park while maintaining strong relationships
with all sister cities, including engagement with Dornbirn's newly
appointed Mayor.
LOOKING AHEAD:
Planning updates to Sister City International Park to celebrate Sister
Cities International's 70th Anniversary (early fall 2026)
Continuing to build relationships with Handan, China and
Dornbirn, Austria
Exploring and researching the addition of a Marshall Islands city
as part of the 7 for 70" initiative
Page 25 of 865
UPDATES ON THE FIELD OF
DREAMS MOVIE SITE
FIELD OF DREAMS MOVIE SITE
TOURNAMENTS
The 2025 tournament season at the Field of Dreams Movie
Site welcomed 637 teams and over 7,300 players from 27
states (plus Puerto Rico), generating $14.3 million in economic
impact to the region. The Field of Dreams Movie Site will host
another robust tournament schedule throughout 2026. These
competitive events bring significant visitation to the campus and
generate substantial economic impact for the area.
2026 REGISTRATIONS TO DATE
510 YOUTH BASEBALL TEAMS FROM 21 STATES
4 YOUTH SOFTBALL TEAMS
TEAMS WILL TRAVEL FROM ILLINOIS, WISCONSIN,
MINNESOTA, IOWA, NEBRASKA, MISSOURI, MICHIGAN,
OHIO, INDIANA, KANSAS, COLORADO, AND BEYOND
Page 27 of 865
FIELD OF DREAMS MOVIE SITE
SALES 8 EVENTS
The Field of Dreams Movie Site continued to see overnight
farmhouse stays, field rentals, and motorcoach group visits In
t.
2025, the site also hosted major concerts, a Fall Festival, St.
Louis Cardinals Fantasy Camp, Ghost Saturday Shows, and
ESPN's 50 States in 50 Days Broadcast, drawing significant
attendance and generating substantial economic impact.
HIGHLIGHTS
$11.2 MILLION IN ECONOMIC IMPACT FROM 2025 CONCERTS
35,000 TICKETS SOLD FOR 2025 CONCERTS
154 OVERNIGHT STAYS
83 FIELD RENTALS (38 FOR COMPETITIVE GAMES)
97 MOTORCOACH GROUPS VISITED
Page 28 of 865
;'ANG�EZ�
04
SRN, R
FIELD OF DREAMS MOVIE SITE
SALES 9 EVENTS
Looking ahead to 2026, the campus will welcome an exciting
�f lineup including the Northwoods League Home Run Challenge
and All -Star Game, MLB at the Field of Dreams games, the
three-day Velocity Festival concert series, and the return of the
St. Louis Cardinals Fantasy Camp.
JULY 7-8: NWL Home Run Challenge & All -Star Game
AUGUST 11: MiLB St. Paul Saints vs. Iowa Cubs
AUGUST 13: MLB Phillies vs. Cubs
SEPTEMBER 4: Velocity Festival - Shinedown
SEPTEMBER 5: Velocity Festival - Carrie Underwood
SEPTEMBER 6: Velocity Festival - CREED
SEPTEMBER 27-30: St. Louis Cardinals Fantasy Camp
Page 29 of 865
r -4
L
FIELD OF DREAMS MOVIE SITE
BALLPARK
Construction on the Field of Dreams Professional Ballpark
continues to go well with a completion target in late spring. The
Northwoods League All -Star Game will christen the new venue
this summer, followed by the highly anticipated MLB matchup
between the Phillies and Twins in August. Interest in the stadium
from a programming perspective remains high and is a major
focus for the team in 2027 and beyond.
JULY 7-8: NWL Home Run Challenge & All -Star Game
AUGUST 11: MiLB St. Paul Saints vs. Iowa Cubs
AUGUST 13: MLB Phillies vs. Cubs
Page 30 of 865
THE RESULTS& IMPACT
DrDRD'rrR'rn RATir
VISITATION DATA
WNEKE ARE PEOPLE ARRIVING FROM?*
Cedar Rapids/Waterloo/Dubuque
Davenport/Rock Island/Moline
10.7%
Madison
8.5
Chicago
7.8%
a
0
Des Moines/Ames
5.9%
Minneapolis/Saint Paul
1 5.0%
c
Milwaukee
4.2%
Rochester/Mason City/Austin
1.6%
Rockford
1.5%
BASED ON VISITS TO DUBUQUE COUNTY TO
La Crosse/Eau Claire
1.5%
DUBUQUE COUNTY JANUARY - NOVEMBER
2025. *DECEMBER NOT RELEASED YET.
VISITATION DATA PROVIDED BY ARRIVALIST
0.0%
10.0% 20 O�'-"
30 0% 40.0% VIA IOWA ECONOMIC DEVELOPMENT
AUTHORITY IOWA TOURISM OFFICE
Trip Share
Page 32 of 865
V I S I TAT I O N DATA
NUW SONG ARE THEY STAYING?
E11111111
43.9%
Day -Trips 1 Night 2 Nights 3 Nights 4t Nights
Length of Stay
BASED ON VISITS TO DUBUQUE COUNTY TO
DUBUQUE COUNTY JANUARY - NOVEMBER
2025. *DECEMBER NOT RELEASED YET.
VISITATION DATA PROVIDED BY ARRIVALIST
VIA IOWA ECONOMIC DEVELOPMENT
AUTHORITY IOWA TOURISM OFFICE
Page 33 of 865
VISITATION DATA
WREN Al(E THEY VISITING?
10.0%
7.6%
a
5.0%
0.0%
Jan 2025
-
5.8% 5.4%
101
Mar 2025 May 2025 Jul 2025
Month
11 3`=
10 1`=
8 5`_
...
Sep 2025 Nov 2025
BASED ON VISITS TO DUBUQUE COUNTY TO
DUBUQUE COUNTY JANUARY - NOVEMBER
2025. *DECEMBER NOT RELEASED YET.
VISITATION DATA PROVIDED BY ARRIVALIST
VIA IOWA ECONOMIC DEVELOPMENT
AUTHORITY IOWA TOURISM OFFICE
Page 34 of 865
V I S I TAT I O N DATA
WREN Al(E THEY VISITING?
20.0%
111111110
20 80: 21 0`:
Monday Tuesday Wednesday Thursday Friday Saturday Sunda,,
Day of Week
BASED ON VISITS TO DUBUQUE COUNTY TO
DUBUQUE COUNTY JANUARY - NOVEMBER
2025. *DECEMBER NOT RELEASED YET.
VISITATION DATA PROVIDED BY ARRIVALIST
VIA IOWA ECONOMIC DEVELOPMENT
AUTHORITY IOWA TOURISM OFFICE
Page 35 of 865
TRAVEL RELATED
EXPENDITURES
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
2024
$460.62
2.99
$32.51
$31.95
ACCORDING TO THE ECONOMIC IMPACT
OF TRAVEL ON IOWA COUNTIES REPORT
RELEASED BY IOWA ECONOMIC DEVELOPMENT
AUTHORITY IOWA TOURISM OFFICE.
Page 36 of 865
HOTEL/ MOTEL
TAX RECORDS
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
1,352,010.74
906,371
$3,519,381.28
8.81 %
2027 500,457.36 678,065.95 1,038,080.15 998,114.57 $3,214,718.04 -8.67%
Page 37 of 865
FISCAL YEAR 2026
BUDGET
FISCAL YEAR 2027
BUDGET
Thru. Dec. 31, 2025 FY26 Budget
INCOME
Dubuque County
11,250.00
50,000.00
Grants
57,531.00
85,000.00
Gift Shop/Welcome Center
16,488.29
25,000.00
Co-op Programs
5,000.00
25,000.00
Bureau Services
189,829.50
183,175.00
Contracted Mgmt Services
112,500.00
225,000.00
FOD F&B Food %
CVB Events
10,000.00
Hotel/Motel Tax
879,845.50
1,759,691.00
Brochure Distribution
2,000.00
Progressive Dinners
23,600.00
35,000.00
ARPA Funds
500,000.00
Interest
12,837.36
6,000.00
TOTAL INCOME
1,808,881.65
2,405,866.00
Proposed FY27 Budget
50,000.00
85,000.00
25,000.00
25,000.00
237,500.00
300,000.00
75,000.00
150,000.00
1,607,359.02
2,000.00
25,000.00
6,000.00
2,587,859.02
Page 39 of 865
FISCAL YEAR 2027
BUDGET
Expense
Convention Marketing
Tri-State Champion
Bid Process
Corporate Marketing
Associate Marketing
Convention Services
Growing Sustainable Conf.
I otal Convention Marketing
Sports Commission
Group Tour Marketing
Group Tour Sales
Riverboat Tours
Tradeshows
Progressive Dinners
Total Group Tour Marketing
Thru. Dec. 31, 2025 FY26 Budget
2,018.74
3,500.00
1,830.63
16,300.00
14,528.24
63,750.00
4,023.26
6,500.00
6,300.00
96,350.00
22,400.87
86,657.16
145,500.00
1,371.23
6,250.00
63,290.06
59,000.00
8,424.74
18,000.00
22,167.30
30,000.00
95,253.33
113,250.00
Proposed FY27 Budget
1,000.00
17,000.00
30,000.00
6,500.00
6,300.00
60,800.00
135,000.00
7,000.00
70,000.00
17,850.00
20,000.00
114,850.00
Page 40 of 865
FISCAL YEAR 2027
BUDGET
Thru. Dec. 31, 2025 FY26 Budget
Proposed FY27 Budget
Marketing
Media Buys 113,721.37 291,000.00 175,000.00
Website 2,950.00 10,000.00 10,000.00
Total Marketing 1 16,671.37 301,000.00 185,000.00
Awareness Development
Local Awareness
3,343.23
16,000.00
16,000.00
Education/Staff Development
26,324.75
40,000.00
20,000.00
Hospitality
8,000.00
8,000.00
CVB Events
(527.37)
35,000.00
130,000.00
Gift Shop/Welcome Center
14,077.32
20,000.00
20,000.00
Brochure Distribution
500.00
500.00
Sister City
5,000.00
5,000.00
Community Partners
10,000.00
Air Service Grant
500,000.00
Total Awareness Development
543,21773
134,500.00
199,500.00
Page 41 of 865
FISCAL YEAR 2027
BUDGET
Salaries & Benefits
Salaries
Payroll Tax Expense
Health & Dental Insurance
Life/STD & LTD Insurance
Pension Contribution
Totai baiaries & tenefits
Administrative
Insurance
Postage
Accounting & Legal Services
Parking
Total Administrative
Thru. Dec. 31, 2025
542,317.19
42,142.40
55,615.08
3,100.02
27, 878.97
671,053.66
10,235.00
4,292.36
25,339.66
5,513.00
45,380.02
FY26 Budget
1,070,000.00
85,000.00
110,000.00
7,250.00
55,000.00
1,327,250.00
8,200.00
35,000.00
30,000.00
12,000.00
85,200.00
Proposed FY27 Budget
1,317,755.00
104,500.00
145,000.00
8,800.00
63,000.00
1,639,055.00
10,500.00
15,000.00
30,000.00
12,000.00
67,500.00
Page 42 of 865
FISCAL YEAR 2027
P114GE'r
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 Facilitie.
Depreciation Expense
Interest Expense
TOTAL EXPENSE
Thru. Dec. 31, 2025
9,451.69
20,358.85
1,486.46
31,297.00
18,345.00
2,100.00
3,432.78
2,604.29
3,196.88
10,493.48
40,172.43
10,935.26
1,663,039.03
145,842.62
145,842.62
FY26 Budget Proposed FY27 Budget
18,000.00
19,000.00
20,000.00
20,000.00
8,000.00
6,000.00
46,000.00
45,000.00
37,000.00
38,055.00
4,200.00
4,200.00
7,500.00
7,500.00
6,300.00
6,300.00
6,800.00
6,800.00
21,000.00
20,000.00
82,800.00
82,855.00
17,000.00
17,000.00
0.00
0.00
2,348,850.00
2,546,560.00
57,016.00
41,299.02
57,016.00
41,299.02
Page 43 of 865
TRAVEL