Dubuque Convention and Visitors Bureau UpdateDUBUQUE AREA
CONVENTION &
VISITORS BUREAU
WHERE IT ALL BELONGS.
Agenda
Convention & Visitors Bureau Advisory Board Meeting
Boardroom at the Dubuque Area Chamber of Commerce
Thursday, September 20 at Noon
I. Welcome /Introductions Joyce White
II. July Minutes Keith Rahe
III. August CVB Financials Keith Rahe
IV. Committee Updates
A. Sales Julie Kronlage
B. Hospitality Christine Schmidt
C. Marketing and PR Becca Krapfl /Taylor Kellogg
D. Sports /Events Tyler Daugherty
V. Focus Group Recap
VI. American Queen /Queen of the Mississippi
VII. Retail Committee
VIII. Other Business
IX. Adjournment
Becca Krapfl /Taylor Kellogg
Keith Rahe /Julie Kronlage
Keith Rahe
Joyce White
DUBUQUE AREA
CONVENTION &
VISITORS BUREAU
WHERE IT ALL BELONGS.
Minutes
Convention & Visitors Bureau Advisory Board Meeting
Boardroom at the Dubuque Area Chamber of Commerce
Thursday, September 20 at Noon
I. Welcome /Introductions Joyce White
In attendance: Taylor Kellogg, Becca Krapfl, Joey Anderson, Randy Gehl, Lynn Suton, Sandy Conrad, Wayne
Demmer, Amy Boynton, Tyler Daugherty, Ann Cannon, David Lange, Julie Kronlage, Cindy Steinhauser, Joyce
White, Keith Rahe
II. July Minutes Keith Rahe
Motion to approve by Cindy Steinhauser, seconded by Amy Boynton
III. August CVB Financials Keith Rahe
Convention marketing is over because of the timing of sporting events and we are ahead in expenditures
because there was a third pay period in August. CVB Events is down because not as many people signed up
for the Duathlon and Mantastic as projected. Motion to approve by Dave Lange, seconded by Joey Anderson
IV. Committee Updates
A. Hospitality Christine Schmidt
Occupancy
July Occupancy
2012 2011 2010*
Overall City Occupancy^ 72.7% 71.4% 71.3%
Full Service 78.6% 73.4% 76.6%
Select Service 67.4% 69.5% 67.0%
Bed & Breakfasts 34.9% 29.4% n/a
Smith Travel Research reports that occupancy in Iowa's Top 10 County Hotel Markets was 68.4% for
July. Our overall city occupancy for Dubuque was 72.7% for July which puts us more than 4% ahead. The
Top 10 counties are: Polk, Scott, Linn, Pottawattamie, Black Hawk, Johnson, Story, Woodbury, Dallas and
Dubuque.
August Occupancy
2012
2011 2010
Overall City Occupancy^ 71.1% 70.9% 65.4%
Full Service 75.9% 72.9% 70.6%
Select Service 66.8% 68.9% 61.2%
Bed & Breakfasts 35.1% 25.0% n/a
Smith Travel Research reports August occupancy to be at 71.8% for the Top 10 County Hotel Markets.
Ours was just slightly lower but real close with the other 9 counties included in the report.
Year to Date Occupancy
2012 2011 2010 2009 2008 2007 2006 2005 2004 2003
Full Service 64.7% 62.5% 60.5% 64.1% 64.1% 62.9% 60.0% 61.7% 56.7% 53.2%
Select Service 54.7% 55.3% 54.2% 54.7 %^' 49.9% 50.3% 54.9 %^' 56.4% 49.1% 50.5%
Bed & Breakfast 23.7% 25.8% n/a n/a n/a n/a n/a n/a n/a n/a
Overall City^ 59.7% 58.9% 57.4% 59.4% 57.0% 56.6% 57.5% 59.1% 52.9% 51.9%
*RAGBRAI came through at the end of July
^includes Full Service and Select Service
New property added this year
Note: 2011 and 2012 are actual numbers, previous years were a combination of actuals and estimates
Visitor Guides
Total requests in July 1 615
Requests came from 38 different states and Canada, Puerto Rico and England
Top State Requests How Requests Came In
Iowa 127 20.7% Magazine Leads 342 55.6%
Illinois 120 10.9% Online 208 33.8%
Wisconsin 99 9.0% Phone Calls 50 8.1%
Minnesota 52 4.7% EITA 9 1.5%
Missouri 33 3.0% Mail 1 0.2%
Total visitor guides mailed as of July 31, 2012 1 6,250
Total visitor guides distributed as ofiuly 31, 2012 1 70,280
Total requests in August 1 280
Requests came from 31 different states
Top State Requests How Requests Came In
Iowa 64 22.9% Online 133 47.5%
Illinois 57 5.2% Magazine Leads 65 23.2%
Wisconsin 50 4.6% Phone Calls 38 13.6%
Minnesota 25 2.3% EITA 3 1.1%
Missouri 11 1.0% Mail 2 0.7%
Total visitor guides mailed as of August 31, 2012 1 6,530
Total visitor guides distributed as of August 31, 2012 1 79,640
Visitor Guides Mailed Comparison
2012 2011 2010^
January 155 123 115
February 214 121 146
March 1357 298 621
April 1931 1832 2441
May 1097 3697 2468
June 881 1245 1469
July 615 527 516
August 280 236 811
Totals 6,530 8,079 8,587
ARAGBRAI came through Dubuque this year
Becca pulled analytics for the traveldubuque.com visitor guide page visits for a comparison to last year
Jan 1, 2012 -Sept 20, 2012: 4,251 clicks
Jan 1, 2011 -Sept 20, 2012: 1,637 clicks
Difference: 2,614 clicks
B. Sports /Events Tyler Daugherty
Duathlon
The 3rd annual Duathlon took place on July 14 and consisted of a 1.2 mile run, 15 mile bike ride, and 3
mile run. The event was located in the McGraw -Hill distribution center parking lot on Chavenelle Road,
where the race began and ended. We attracted 108 competitors to this year's event. Of the 108
competitors: 81 were from Iowa, 12 from Wisconsin, 10 from Illinois, 3 from Minnesota, 1 from
Missouri, and 1 from Arizona. Of the 81 participants from Iowa, 31 were from outside the
Dubuque /Asbury area. In addition to our 108 competitors, we attracted around 150 spectators that
camped on the site with lawn chairs and blankets and cheered on their family /friends. 2013 will come
with a few changes, as we plan to add a team option for next year's event. Teams of two will have the
ability to split up the run and bike sections of the race. From the feedback we received from this year's
participants, the team option is something that competitors wanted to see for next year's event.
Mantastic Guyathlon
The 2nd annual Mantastic Guyathlon took place on August 3 -5 and consisted of a 2 person team
competing in golf, bowling, bean bags, and a softball hitting contest. Golfing took place at The Meadows
Golf Club, bowling at Creslanes, softball hitting contest at McAleece Park, and bean bags at Courtside.
In 2011, 24 teams competed for the overall title with a majority of our competitors residing from the
Dubuque and tri -state areas. This year, we attracted 34 teams. Of the 68 competitors: 5 were from
Wisconsin, 5 were from Illinois, and 17 other competitors were from outside the Dubuque /Asbury area.
In addition to our 68 competitors, we attracted around 30 spectators to our bowling, softball homerun
hitting contest, and bean bag events. Similar to the Duathlon, the 2013 Mantastic Guyathlon will come
with a few changes, as we plan to offer three competing divisions. Each division will have specific talent
targets, age targets, and payout amounts will differ depending on which division you compete in. This
should provide a competitive event top to bottom, and should help to attract older competitors who
feel they lack certain abilities compared to the younger competition.
Run For A Vet 5K
The Run for A Vet 5K consists of a 3.1 -mile run /walk around The Port of Dubuque. The 5k race will begin
and end in the McGraw -Hill Parking lot. The Kids race will consist of a 1K run /walk for children 12 years
old and younger Kids must register to participate. The Run For A Vet 5K will be USATF sanctioned and
have chip timing for all paid runners. Walkers are encouraged to participate but will not be officially
timed or given a race packet. The event will be sponsored by The Diamond Jo with all proceeds
benefitting the VA hospital in Iowa City and the Veterans Freedom Center in Dubuque. The Run For A
Vet 5K will be in conjunction with the Vietnam Moving Wall Memorial, which will be in the Port of the
Dubuque on October 11 through October 15. We hope that families will use this weekend as an
opportunity to support our Vets and get some exercise in the process.
DockDogs
DockDogs will be hosting the World Championships at Five Flags Center in Dubuque on November 15-
18, 2012. In addition to hosting the 2012 World Championships, Dubuque will be home to the 2013 and
2014 DockDogs World Championships as well. DockDogs anticipates 300 -400 competitors to sign up for
this year's event, and with the popular draw of competitors /spectators to America's River Festival, we
anticipate a very good weekend for the World Championships.
Thursday — Practice Rounds
Friday — Qualifying Rounds
Saturday — Qualifying Rounds & Main Event
Sunday — Qualifying Rounds & Main Event
Flag Football
The Sports Commission and 7G distributing will be sponsoring a 4 on 4 non -c ontact, 16 team flag
football tournament December 8 & 9. The tournament will consist of a 2 game guarantee for all teams
and will be hosted by Courtside Bar & Grill. Teams will have the ability to form a 10 player squad with all
members of the team required to be 21 and over. Play will begin Saturday morning and end with the
money games Sunday afternoon. We will be paying out to the top 4 teams and anticipate our payouts to
be a big draw. 1st Place: $750, 2nd Place: $450, 3rd Place: $270, and 4th Place: $130. Entry fee for the
event will be $130.
Looking ahead to 2013
January 5:
Garage Games @ The University of Dubuque (Not secured yet)
January 25 -27:
Iowa Winter Games
February 23:
Harley Fan Fest "Hogs Gone Wild" — at Five Flags Center, working with Dubuque Harley
Davidson but CVB is organizing. Working with Tri -State tourism on it as well.
April 6:
What Women Want
April 26 -28:
Gus Macker
May 3:
Torque Fest
May 3 & 4:
Iowa State Rugby Tournament (Not secured yet)
C. Sales Julie Kronlage
Group Tour Sales
Tradeshows
The CVB attended the Travel Iowa Marketplace on September 12 Davenport. There were 70 planners in
attendance who visited with the Dubuque contingency that was at the show. The Diamond Jo Casino,
Hotel Julien Dubuque and Holiday Inn Dubuque Galena also attended the show. Leads will be available
the second week of October to members.
Groups in Town
Journey Tours from Pullman, WA spent 7 days in Dubuque, September 11 — September 18. They stayed
at the Hotel Julien Dubuque and did visit a variety of locations throughout Dubuque and Eastern Iowa.
This was a group that was secured from hosting the Heritage Clubs International Conference in March of
2011. There were 16 people on this tour.
Morrill & Janes Bank from Hiawatha, KS spent five days in Iowa and one overnight in Dubuque in August.
This was another group that was booked from hosting Heritage Clubs International Conference in March
of 2011. There were 43 people on this tour.
2013 group tour bookings are off to a slow start, but have been slowly picking up. Groups coming in to
Dubuque next year so far are from WI, IL and IA. A trend in group tour booking, which we have seen at
the CVB, is groups booking closer to the date they are planning to arrive.
Group Tour Phone Blitz
The CVB and members of the Sales Committee conducted a Phone Sales Blitz in July. Over 150 phone
calls were made to past business and to future potential business.
Convention Sales
Conferences that Chose Dubuque
National Association of State Park Directors, September 2013.
Grand River Center, 175 ppl, NATIONAL
Martin Family Reunion, July 2013.
Holiday Inn Express, 125 ppl, 1 NATIONAL
Iowa State Extension Beef, January 2013.
Grand River Center, 150 ppl, STATE Convention Sales
The following are upcoming conventions in Dubuque:
Mid States Organized Crime 1 September 18 -20 1 Grand River Center 1 200 people 1 REGIONAL
Rural Community Colleges 1 September 24 -26 1 Grand River Center 1 125 people 1 NATIONAL
Trans America Financial 1 Oct ober 3 -5 1 Hotel Julien Dubuque 1 75 people 1 STATE
Iowa Library Association 1 October 10 -12 1 Grand River Center 1 500 people 1 STATE
Northeast Iowa Synod 1 October 14 -16 1 Best Western Plus 1 125 1 STATE
American Water Works — Iowa Chapter 1 October 23 -24 1 Grand River Center 1 100 1 STATE
Tradeshows
Julie attended the Connect Marketplace in August in New Orleans. She met with 23 meeting planners
one on one to talk about Dubuque and learn how we could bring their business here. Follow up
information has been sent and calls are being made. Leads will be shared with the travel industry the
week of September 24.
Julie also attended the Iowa Meetings Marketplace in August in Des Moines. Over 70 meeting planners
were invited to attend the show to learn more about Iowa destinations. The Hotel Julien Dubuque and
Grand River Center were also in attendance.
FAM Tour
Julie hosted another FAM tour August 27 -28. There were 10 people in attendance. The FAM went very
well, better than many previous ones, and lots of interest for future meetings was gained. We had
planners from Des Moines, Ames, Milwaukee and Chicagoland here.
Here are some of the survey results:
Overall Experience in Dubuque
(5 being excellent - 1 being poor) 5, 5
Highlights of Visit
- Enjoyed the Aquarium and the e levator; enjoyed the energy, company and fare at
dinner on Monday.
- The National Mississippi River Museum & Aquarium, your world class convention
center, earning the history of Dubuque, experiencing the restoration at the Hotel
Julien, excellent cuisine at L.May Eatery.
What would you have changed
- Perhaps more time at the aquarium, although you did give us passes to go back.
- A boat trip on the Mississippi River (Glad we got to experience this after the FAM)
How accommodating was your hotel?
(5 being excellent - 1 being poor) 5, 5
Anything the CVB could do differently to make your visit more accommodating?
Not that I can think of.
Will you plan to do events in Dubuque in future?
Yes, I will always suggest Dubuque to my clients
Yes
Did you explore Dubuque on your own before or after the FAM? If so, what did you take in?
- My Wife & I did visit last year and stayed at another property. Time was short this
time, but we did visit Eagle Point Park.
- Yes the boat trip
Any Additional Comments to add
- I love Dubuque!
D. Marketing and PR Becca Krapfl /Taylor Kellogg
Website
Website Analytics
Jul 18, 2011 Sep 18, 2011 Jul 18, 2012 Sep 18, 2012 Difference
Visits: 21,237 21,395 158.00
Unique Visitors: 15,712 16,435 723.00
Pageviews: 141,706 163,511 21,805.00
Pages / Visit: 6.67 7.64 0.97
Avg. Visit Duration: 0:08:21 0:11:02 0:02:41
Bounce Rate: 25.39% 26.79% 1.40%
% New Visits: 69.20% % New 72.19% 2.99%
Items with a * have been identified as a priority by the Dubuque City Council
* *Full web analytics for 07/18/2011- 09/18/2011
http: / /www.traveld ubuque.com/Analytics%20www.traveldubuq ue.com%20Vi sitors %200verview %2020
110718 - 20110918. p d f* *
** Full web analytics for 07/18/2012 - 09/18/2012
http: / /www.traveld ubuq ue.com /Ana lytics %20www.traveIdubuq ue.com%20Vi sitors %200verview %2020
120718 - 20120918. p d f* *
New Layout
There have been 5 new buttons added to the TravelDubuque.com home page. The new buttons include
links to the Dubuque Chamber Website, a new CVB staff page, links to our social media outlets including
Facebook, Twitter, and Biog. The social media buttons have also been included in the sites child pages.
New On -going news section on home page
A new section has been added to the TravelDubuque.com home page below the Spotlight section. This
new area is used to feature the latest news and events in the area.
Coming Soon: Survey on TravelDubuque.com
A survey is in development that will have the following features:
• It will be geo- targeted for IP addresses that are 30 miles outside of Dubuque.
• Each unique visitor will be prompted to take the survey; each quarter we will select one of the survey
participants to win a trip to Dubuque.
• The survey will be timed.
• Survey data will be collected from completed and abandoned surveys. Providing contact information
including an email address is completely optional.
New Special Events Section
• Signature events like America's River Festival, What Women Want, Duathlon, Mantastic Guyathlon,
Run for a Vet 5K, and Border Battle will be listed in the drop down menu under Events.
• A scrolling banner of events will be featured on the home page with events like America's River
Festival, What Women Want, Duathlon, Mantastic Guyathlon, Run for a Vet 5K, and Border Battle.
• Other community events will continued to be featured in the right hand column of the home page.
Social Media
Facebook
An online ad campaign ran from 9/4 — 9/18 with the goal of increasing our Facebook Page Likes. The ad
campaign has increased the page likes by 169; the ad showed stories about people liking the Dubuque
CVB Page to their friends in the news feed and in the right hand column of Facebook.
Pinterest
A Pinterest account has been created & boards are under development.
Events
Mantastic Guyathlon
• Newspaper Drop: Cedar Rapids Gazette, Iowa City Press Citizen, Waterloo Courier, Madison Wisconsin
State Journal, Rockford Register Star
• Print: Dubuque 365, BizTimes, Julien's Journal, Rockford Star, Cedar Rapids Gazette, Madison
Wisconsin State Journal, TH Spadea
• Online: KWWL, Social Media
• Radio: Dubuque, Madison, Rockford, Davenport, Cedar Rapids
• Television: KWWL
• Other: Bar Coasters & Standees at the Kennedy Mall with brochures
Run for a Vet 5K
• Print: Dubuque 365, TH Sticky Note, posters
• Online: TH Online, Social Media
• Radio: Dubuque
• Other: Billboards
* Voices of the Warehouse District
• Print: Dubuque 365, Julien's Journal (August, September issue), posters
• Online: Social Media
• Other: Billboards
* Julien Dubuque International Film Festival
• Print: Ad in Voices pamphlet
Special Marketing
Radio Partnership
• July /August — Dane County /Madison Market
• Vision Iowa Out of State Marketing Grant in conjunction with the National Mississippi River Museum &
Aquarium
PR
Association News 1 July 2012
• Featured article
• Circulation: 42,000
• Distributed to association executives and meeting planners Meetings Focus Mid - America 1 August
2012
• Features on Hotel Julien Dubuque, Grand Harbor Resort & Waterpark and Grand River Center
• Circulation: Illinois, Indiana, Iowa, Kansas, Michigan, Minnesota, Missouri, Nebraska, North Dakota,
South Dakota and Wisconsin
• Distributed to meeting planners
Northwest Quarterly 1 Summer 2012
• Featured article
• Circulation: Northern Illinois & Wisconsin
Press Releases submitted to Media
• Cabela's King Kat Tournament Trail on The Mississippi River At The City Of Dubuque, Iowa
• Mississippi River in Dubuque, Iowa is Open for Business
• Iowa Grocery Industry Association Conference Makes its Move to Dubuque
Travel Media Showcase
The Dubuque CVB (Becca Krapfl) attended the Travel Media Showcase in Sioux Falls, South Dakota from
August 21— 24, 2012. 33 interviews with travel writers from across the country were scheduled. Several
writers expressed interest in visiting Dubuque over the next year.
Travel Writers
The Dubuque CVB hosted 2 travel writers over the past month. Sher Jasperse from Home & Away
Magazine visited Dubuque on August 31— September 2. She is writing an article that will be released in
late winter /early spring. The second travel writer was Julie Henning from Roadtrips for Families, an
online blog; she visited September 7 - 8. She has written on article on the National Mississippi River
Museum & plans to write additional articles about her visit.
V. Focus Group Recap Becca Krapfl /Taylor Kellogg
A series of three focus groups were held on August 11, 2012. Each focus group lasted 1 hour beginning
at 10 am. The CVB worked with the City of Dubuque to develop the focus group questions. Participants
arrived on Friday and departed on Sunday with lodging and a gift card to use at their discretion. A
complimentary boat cruise was offered on Saturday for the participants & their guests. Overall, the
focus groups provided feedback that will be beneficial for future marketing for the CVB. Once the focus
group feedback has been evaluated, reports will be available.
Demographics & Group Breakdown
10:00 Focus Group
Participant 1A: 2 attending
• Madison, WI
• 40 -49
• $80 -90K
• White, not of Hispanic origin
Participant 1B: 2 attending
• Des Moines, IA
• 30 -39
• $70 -80K
• White, not of Hispanic origin
12:30 Focus Group
Participant 2A: 2 attending
• Chicago, IL
• 60+
• $100+K
• White, not of Hispanic origin
Participant 2B: 2 attending
• Madison, WI
• 30 -39
• $70 -80K
• White, not of Hispanic origin
Participant 2C: 2 attending
• Cedar Rapids, IA
• 40 -49
• $40 -49K
• Hispanic
2:00 Focus Group
Participant 3A: 2 attending
• Chicago, IL
• 60+
• $30 -40K
• Hispanic
Participant 3B: 2 attending
• Cedar Rapids, IA
• 30 -39
• $90 -100K
• White, not of Hispanic origin
Participant 3C: 2 attending
• Des Moines, IA
• 50 -59
• $90 -100K
• White, not of Hispanic origin
VI. American Queen /Queen of the Mississippi Keith Rahe /Julie Kronlage
The American Queen was in town for its first time on Tuesday. It holds 450 and they had 303 passengers on
it. It has been redone and is now more luxurious. We did loop tours for approximately 220 of the passengers.
The others took a bus over to Galena or to Dyersville and then Balltown. The loop tours made stops at many
of the attractions. They will be coming again on Monday and then 6 more times this fall. There are for sure
over 300 on all the tours. They are start in St. Louis then go to St. Paul and then make the reverse trip with a
different group of people. We are lucky to have 8 stops because most towns only get 3 or 4.
The Queen of the Mississippi has made 2 of 4 stops so far this fall. Max they hold is 150 and the first time
there was 142.
VII. Retail Committee Keith Rahe
Recently had a complaint from the Twilight that places aren't open late enough. We are hoping to form a
committee to talk about travel with the retail shops. Julie has been doing great at contacting these shops to
let them know when the boats are in town so they can choose to extend their hours. In the future, we will be
forming a retail committee and will want representatives from this group on there. Amy Boynton pointed
out there are two similar associations that exist so may want to try and join one of them.
VIII. Other Business
Joyce asked Ann Cannon and Keith Rahe about the Field of Dreams project in Dyersville. After September 25,
we will know much more as that is when they find out about the pending lawsuit. From the city's standpoint,
everything is done. The developers cannot do anything more at this time besides fundraising. The number of
visitors does not seem to have changed due to the increased talk of the Field of Dreams.
IX. Adjournment Joyce White
Motion to approve by Randy Gehl, seconded by Wayne Demmer
Instructions for Exporting QuickBooks dat
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Dubuque Area Chamber of Commerce - Convention and Visitor's Bureau
Profit & Loss Budget Performance
June 12 - August 12
Jun -Aug 12 YTD Budget Budget Variance Annual Budget
Income
City Hotel /Motel Tax 230,429.25 230,429.14 0.11 921,716.57
County 6,249.99 6,250.00 (0.01) 25,000.00
Gift Shop Income 13,145.73 10,000.00 3,145.73 40,000.00
Co -op Programs 6,249.99 6,250.00 (0.01) 25,000.00
Bureau Services 3,510.00 5,000.00 (1,490.00) 20,000.00
Grant Revenue 4,125.00 4,125.00 0.00 16,500.00
CVB Events 9,776.00 14,625.00 (4,849.00) 58,500.00
Sports Marketing 12,499.98 12,500.00 (0.02) 50,000.00
Total Income 285,985.94 289,179.14 (3,193.20) 1,156,716.57
Expense
Salaries and Benefits
Administrative Support
Program Support
Grant Expenditures
Awareness Development
Individual Marketing
Group Marketing
Convention Marketing
Total Expense
105, 990.94
18, 045.90
21, 789.04
0.00
24, 671.79
77, 000.53
250.00
63, 755.21
311, 503.41
93,882.50
17,500.00
21,250.00
0.00
34,500.00
77, 421.64
6,550.00
38,075.00
289,179.14
(12,108.44)
(545.90)
(539.04)
0.00
9,828.21
421.11
6,300.00
(25, 680.21)
(22, 324.27)
375, 530.00
70, 000.00
85, 000.00
0.00
138, 000.00
309, 686.57
26, 200.00
152, 300.00
1,156, 716.57
Net Income (25,517.47) 0.00 (25,517.47) 0.00
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