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2 2 15 Convention and Visitors Bureau Annual Work Session Copyright 2014 City of Dubuque Special Session - Top # 1. ITEM TITLE: 5:30 PM Work Session - Convention and Visitors Bureau SUMMARY: SUGGESTED DISPOSITION: ATTACHMENTS: Description Type ❑ CVB Purchase of Service Presentation Supporting Documentation AREA CONVENTION &' VISITORS BUREAU M M missi n The Dubuque Area Convention & Visitors Bureau (CVB) will lead tourism destination promotion and development to enhance and expand the Dubuque area experience. F's DUBUQUE AREA CONVENTION &VISITORS BUREAU weLco e org L • • • chart Board of Directors PRESIDENT/ CEO, Keith Rahe CVB Advisory Committee STAFF Director of Sports& Events Director of Sales Director of Hospitality Manager Marketing Manager Julie Kronlage Operations Christine Schmidt Taylor Cummings Tyler Daugherty Sara Hanten Part-time Welcome Center Employees • DUBUQUE AREA CONVENTION •- weLcome Keith Rahe Julie Kronlage Sara Hanten Taylor Cummings Tyler Daugherty President& CEO Director of Sales Director of Operations Director of Marketing Sports&Events Manager �F Christine Schmidt Kay Hess Joan Gibson Elizabeth Dickhut Hospitality Manager Welcome Center Staff Welcome Center Staff Welcome Center Staff • DUBUQUE . . .• board o directors lk JOHN SUTTER Board Chair I Advisory Committee Chair NATIONAL MISSISSIPPI RIVER MUSEUM&AQUARIUM RIC JONES Vice Chair City of Dubuque Representative CITY COUNCIL MEMBER MIKE DONOHUE Treasurer Dubuque Area Chamber of US BANK Commerce Board of Directors Representative JOYCEWHITE Past Chair I Dubuque Area Chamber of FIVE FLAGS CENTER Commerce Board of Directors Representative TONY PFHOL Dubuque Main Street Board of Directors FISCHER COMPANIES Representative MIKE VAN MILLIGEN City of Dubuque Representative CITY MANAGER MAYOR ROY D. BUOL City of Dubuque Representative MAYOR OF DUBUQUE WENDYRUNDE Dubuque Area Chamber of Commerce DIAMOND JO CASINO Board of Directors Representative WAYNE DEMMER Dubuque County Representative DUBUQUE COUNTY SUPERVISOR Ottee advisory commi Committee Chair CHRISTIE RANG Dubuque Main Street JOHN SUTTER National Mississippi River Museum& MARK WAHLERT Dubuque Symphony Orchestra Aquarium DON HOWES Five Flags Center TONY WERNKE Dubuque Racing Association KARLATHOMPSON Dyersville Area Chamber of Commerce STACYFARREY Best Western Plus Dubuque Hotel &Conference Center JOYCE CONNORS City of Dubuque Council Member MARTY MAIERS Diamond Jo Casino DAVE DECKER Tri-State Tourism Council NANCY WEBSTER Dubuque River Rides LYNN SUTTON City of Dubuque Council Member Potosi Brewing Company CINDY STEINHAUSER City of Dubuque RICK KRUSER & National Brewery MuseumT"" SARAH KLUESNER Crust Italian Kitchen I Mainstreet Chophouse MITZI YORDY Grand River Center RANDY GEHL City of Dubuque MATT STRELO Dubuque Community School Board LISA LYNCH MainStay Suites SUE MORAN Grand Harbor Resort/Grand River Center JIM RODRIGUES Quiet Walker Lodge MAURICE JONES City of Dubuque BRIAN PRESTON Dubuque County Conservation Board GERI SHAFER Arts Management Consultant WAYNEBUCCHOLTZ Mines of Spain VALORIE Loras College DARYL KLEIN Dubuque County Supervisors WOERDEHOFF DAN LEHV Dubuque Fighting Saints M DDUBUQUE AREA CONVENTION &VISITORS BUREAU community branding The many partnerships that exist in Dubuque have rebuilt our brand. The CVB's job is to continue to engage our partners and visitors to feel a connection to the brand that has been built. We do this in many effective ways. DDubuque Area Convention &Visitors Bureau community branding marketing jjr� Year-long marketing and promotional opportunities for travel related businesses in the community. The Marketing Co-Op program puts visitors in front of our co-op partners strong partners While generating traffic and interest for the entire community. over N Additional opportunities allow partners AV to invest in the program to provide added exposure and promotion. in partnership investments brandingjff,l DUBUQUE AREA CONVENTION &VISITORS BUREAU community marketing L ; 2014 Website Results January 2014 to 106420 December 2014 VISItS 83,442 (Visits up 2.85% from 2013) (Acquisition unique visitors website o (Visitors up 6.20% from 2013) (DO0003049455,511 M organicSearchM Referral average visit duration page views M Direct Social Information gathered from Goo le Analytics. WMIN www.trave�dubuque.com marketing Key MarketsWest Des Moines 6% Milvciaukee 6% targeted by the annual Minneapolis 6% Chicago 24% media buy are: Madison Cedar Rapids Des Moines 6% Iowa City Top 10 Cities Des Moines from Online Traffic www.truveldubuque.com Chicago Bettendorf 7% Madison18% Iowa City 8% Omaha g% Cedar Rapids so% Information gathered from Go ogle Analytics. marketing Web Traffic Map ' • •• • January 2014 to December 2014 �• zvzvzaztraveldubuque.corn • 0 + • • •� • • 46, Information gathered from Google Analytics. marketing Key nce targeted I the annual 25 - 44 YEARS OLD 45 - 65 YEARS OLD media I Family Dependent Family Independent Weekend Traveler Week Long Traveler Spring�Summer FaII�Winter Websiteof 2014 I ' b • TTDUBUQUE AREACONVENTION &VISITORS BUREAU communitybranding • Tradeshows for Group Tour Planners & Meeting Planners allow the CVB to showcase Dubuque as a destination for these markets. meetings groups Iowa Meetings Marketplace Iowa Meetings Marketplace Small Market Meetings Small Market Meetings Conference Marketplace International Pow Wow Marketplace Meetings Quest Marketplace • Memberships in Motorcoach & Meeting Planner focused organizations allow the CVBto showcase Dubuque one on one and opens the door for additional promotional opportunities. meetings groups Meeting Professionals International American Bus Association Heartland Chapter & Wisconsin Chapter Heritage Club International Iowa Society of Association Iowa Group Travel Association Executives National Travel Association • In collaboration with our partners, the CVB hosted a successful group tour familiarization tour in August 2014. This tour has already generated two group visits for overnight stays in 2015 to our • community, generating and estimated $20,000 of Show asin economic impact to the Tri-States. Dump Dubuque hosted 15 meeting planners at an Iowa Cubs game in Des Moines. This was the 6th year for this event which gave planners a glimpse of Dubuque. 7 new planners attended this event. I Impact based on an average group tour's actual travel expenses and their time in the community. sports & events America's River � Festivalt cities June 13-14, 2014 -� OF states 0 countries Information based on actual ticket purchases. • DUBUQUE AREA CONVENTION &VISITORS In 2013, nearly 459 Women' $ ' attended the third annualWhat Woment Want, Dubuque Style. Offering entertainment, shopping and a place to get away, this event drew in attendees from Coon Rapids, MN; Cedar Rapids; Sauk City, WI; Madison, WI; North Liberty; Bettendorf; Loves Park, IL; Reinbeck; Dyersville; Epworth; What Women Earlville. Want, Dubuque Style The 2015 event takes place April 11. *Attendees based on actual ticket purchases. • DUBUQUE AREA CONVENTION •• 2o14 attracted 408 total entries', an increase of 40 unique competitors from 2013. A total of 34 states and 3 provinces in Canada Were represented in this year's field. t� e The furthest driving competitor - traveled from San Diego, CA to compete in the 2014 World DoCkDogs Wold Championships. The Dubuque Area Convention Championships & Visitors Bureau is thrilled to announce that the 2015 & 2016 World Championships Will be back in Dubuque and the Five Flags Center. *Attendee information provided by Dock Dogs. • DUBUQUE AREA CONVENTION •• • sports events A total of 40,825 attendees* came DubUque to Dubuque because of 17 separate Re conal events supported by the Sports Commission in 2014 .ports Some of these events included America's River Soccer Classic, Commission International Dragon Boat Festival, Dockdog World Championships, *Attendee information provided directly from event promoters. speciL projects,!!-=E=" • i The CVB created many new partnerships & special projects in 2014 while also building on existing ones. Julien Dubuque Voices of the Tri-State Tourism International Film Festival Warehouse District While the CVB has been a The CVB has assisted with the The CVB continues to promote this long-time member of Tri-State promotion of the festival since it's 10 year event as an important part Tourism, in 2014 it became the beginnings. This year, the CVB of the arts & culture environment, facilitator of the organization has extended it's partnership showcasing Dubuque as a vibrant handling the promotion of the to include assisting with event and thriving arts community. Tri-State Region, memberhsip coordination & more. coordinator and more. USHLINHL Top Television Prospects Game Promotion The CVB sponsored the out In the spring of 2015, the Dubuque of market VIP Contest for the will have a unique opportunity Fighting Saints USHL/NHL Top to be featured on a high profile, Prospects Game. This allowed the nationally broadcast program. CVB to promote the community This will allow us to promote the to 17 communities throughout the Dubuque area and generate Midwest. awareness of all that is available to see and do in the community. going • . • Collateral 5% FY 2016 Other 6% Contigency 5% Media Buy Digital 14% Increase in Television & Digital Strategies Focusedlnbound & Outbound Marketing Approaches Events 15% Print 5% Television 43% Sales 7% • DUBUQUE AREA CONVENTION •• going forward !Ad Inbound Inbound ®Outbound MarketingInterrupt-Driven vs. Outbound Listening TaLking Marketing PuLL Push Marketer-Generated Inbound will focus on user CVB FY 2016 Strategies engagment. Inbound ®Outbound Outbound will focus On general Search Retargeting Television Campaign awareness. Facebook, Twitter, Pinterest Print Advertisements Blogging + ContentCuration Radio Advertisements Interest Based Emails Press Releases SEO Optimization Rented Email Lists DUBUQUE AREA CONVENTION &VISITORS BUREAU community branding M e n mi M imp t 1 6 DDUBUQUE AREA CONVENTION &VISITORS BUREAU economic impact Tourism is economic development. It drove $319.21 million* into Dubuque County's economy in 2013 alone. Tourism takes Dubuque's brand and showcases it throughout the state of Iowa, the midwest and the world to a variety of segments. Impact provided by the annual State oflowa Economic Impact Study analyzing the impact of tourism across the state oflowa. DDUBUQUE AREA CONVENTION &VISITORS BUREAU economic impact the numbers 2014 ....— Economic Impact 4,600 67,000 40,825 Numbers group tour convention sports related delegates delegates visitors 14,837 2,820 557 individuals in travel related travel industry the welcome employees partners center Numbers collected from CVB sales tracking, State oflowa Economic Impact Study, State oflowa Welcome Center Tracking and Dubuque Regional Sports Commission Event Promoters the numbers 2009-2013 Expenditures Payroll Employment State Tax LocalTax Economic (Millions) (Millions) (Thousands) (Millions) (Millions) 2003 186.03 37.77 2.6 10.22 2.68 Impact 2004 200.13 28.69 2.6 10.56 2.81 2005 214.72 39.69 2.6 10.86 2.93 25.6% increase 2006 236.82 41.78 2.69 11.47 3.14 in travel related 2007 253.2 43.66 2.73 12.03 3.33 expenditures 2008 253.66 44.22 2.67 11.61 3.35 since 2009 2009 254.03 45.38 2.76 12.69 3.62 2010 275.28 45.37 2.71 13.03 3.78 2011 302.43 47.79 2.8 13.57 4.02 2012 320.56 49.91 2.84 14.32 4.19 2013 319.21 49.18 2.82 14.06 4.20 Numbers provided by the annual State oflowa Economic Impact Study analyzing the impact of tourism across the state oflowa. the numbers State of Iowa Economic Impact Map IWO 0% 0 '. In Millions $2.72 - $10.00 1 ■■ $10.01 - $15.00 $15.01 - $25.00 $25.01 - $65.01 anndd aabboove ION Map provided by the State oflozawa Economic Impact 2013 Report hoteL/ moteL x records • Fiscal Year 4th Quarter 1st Quarter 2ndt d Quarter Totali om Previous 2001 222,267.40 189,625.47 234,591.15 327,496.04 $973,980.06 - 2002 225,742.37 196,794.45 243,041.70 330,170.67 $995,749.19 t 2.23% 2003 240,500.00 180,414.41 229,598.85 300,612.16 $951,125.42 a 4.48% 2004 243,187.89 184,367.41 235,817.29 294,167.28 $957,539.87 t 0.67% 2005 219,495.08 214,514.44 330,479.45 414,920.31 $1,179,409.20 t 23.17% 2006 285,058.97 283,654.91 345,821.98 445,236.00 $1,359,771.80 t 15.29% 2001 314,319.11 278,282.06 335,101.13 463,115.59 $1,390,817.80 t 2.28% 2008 341,116.79 330,508.36 392,596.75 470,770.58 $1,534,922.40 t 10.36% 2009 375,837.07 322,341.46 400,794.24 503,933.85 $1,602,906.50 t 4.29% 2010 389,679.15 324,596.37 404,245.24 518,788.76 $1,637,309.40 t 2.15% 2011 374,557.05 307,708.45 410,898.53 530,692.82 $1,623,856.80 a .82% 2012 379,651.02 347,241.16 421,221.85 568,104.39 $1,716,218.30 t 5.68% 2013 404,970.72 359,852.50 493,880.87 584.729.04 $1,843,433.13 t 7.41% 2014 440,800.99 370,236.72 501,029.41 607,621.35 $1,919,688.47 t 4.14% 2015 454,030.15 377,633.27 514,478.23 613,212.18 $1,959,353.83 t 2.06% 2016 464,711.31 383,975.76 544,614.42 643,111.35 $2,036,412.84 t 3.93% WMIN Totals provided by the Iowa Department of Revenue. hoteL/ moteL x records • $2,500,000.00 25.4% Increase from 2011 tO 2016 $2,000,000.00 $1,500,000.00 000000 $1,000,000.00 $500,000.00 $0.00 2001 2002 2003 2004 2005 2006 2007 2008 2010 2012 2014 2016 Totals provided by the Iowa Department of Revenue. 2011-2014 90.0% City Wide 8 o% Occupancy 70.0% 6o.o% 59.1% city Wide 50.0% ■2011 Occupancy for 2014 ■2012 40.0% ■2013 30.0% -2014 20.0% 10.0% 0.0% Jan Feb Mar April May June July Aug Sept Oct Nov Dec WIMP Numbers are actual occupied rooms provided by local hotel properties. olruccuplancy 80.0% o N o a4°� Mi .ue CityWide 70.0% o N m N o tD m � Occupanc 6 °% mO o � N N Vml Vml compare to 40.0% Iq Iq 550.0% a g as a Smith Travel m Research 30.0% (STR) 2014 20.0% STR Report gathers information from the Top 10.0% Ten County Hotel Markets in Iowa - Polk, Linn, Scott, 0.0% Pottawattamie, Black Hawk, Jan Feb Mar April May June July Aug Sept Oct Nov Dec Entire Story,Johnson, Dubuque, Year Woodbury & Dallas. ■Dubuque ■Smith Travel MIN Numbersgathered by the STR Report provided by the State oflowa. jff,l DUBUQUE AREA CONVENTION .- impact • Assisted nearly soo group tour leaders and their members on organizing a successful trip to the Dubuque area. This is over 4,600 delegates (directly serviced by the CVB) that are spending a minimum of one night typically during a Sunday - Thursday Grouppattern. Tours The average group tour will generate close to $so,000 on one overnight stay* in our community. The CVB assists with itinerary creation, attraction securing, hotel room rate gathering, etc. Groups primarily came from Iowa, Wisconsin, Illinois, Minnesota, Nebraska & Missouri. *Impact based on an average group tour's actual travel expenses and their time in the community. • Group Tours The following are a few of the groups the CVB assisted with First Dakota Bank, Yankton, SD October 2014 $30,000 Libertyville Savings Bank, Liberbtyville, IA October 2014 $10,000 Carefree Travel, New Franken, WI 2 nights December 2014 $20,000 Homespun Tours, Rice Lake,WI December 2014 $20,000 Impact based on an average group tour's actual travel expenses and their time in the community. • Assisted nearly 67,000 delegates* coming into the community for a convention, reunion or meeting at our local convention centers and hotel Conventions properties. Our assistance includes recruitment, Reunions site inspections, onsite registration, welcome materials, one on one contact Meeti ngs and more. The average group of Zoo delegates spending 2 nights in our community will generate $175,000** in local economic impact. *Directly serviced by the CVB. **Impact based on figures provided by the State oflowa. • Convention & Meeting Highlights '�,meeting Delegates North American Trainers Association 125 July 2014 Community Development Society(National) 250 July 2014 Iowa Medical Group Management Association 125 September 2014 Iowa Credit Union League 450 September 2014 Circus Fans of America (National) 250 September 2014 Iowa Public Art Network 125 October 2014 Growing Sustainable Communities Conference Soo October 2014 Resort &Commercial Recreation Association 200 November 2014 Iowa State Snowmobile Association 250 November 2014 Iowa Illinois Safety Council 350 April 2015 • sports events The Dubuque Regional Sports Commission assisted 17 events, with s OftS approximately 40, 825 attendees*. This includes participants, spectators and & Events p p p officials with an average length of stay of 1.6 days generating $4.99 million** in economic impact. *Attendee information provided directly from event promoters. "Impact provided by the Iowa Economic Development Authority. • spor events M A :1 Highlights — Attendees Month Im . . Dubuque Blowout 3,320 July 2014 $348.600 Mantastic Guyathlon 18o August 2014 $18,900 Dubuque Gran Fondo 1,000 August 2014 $140,000 America's River Soccer Classic 2,840 August 2014 $397,600 International Dragon Boat Festival 3,000 September 2014 $420,000 Iowa Bass Nation 500 September 2014 $52.500 DBO Area Swimming Hurricanes 2,475 Nov. 13 &Jan. 14 $259.875 DockDog World Championships 3,900 November 2014 $546,000 Bud Light Boarder Battle 150 December 2014 $15.750 Iowa Special Olympics 2,050 January 2014 $215.250 Winter Iowa Games 9,850 January 2014 $1,379,000 Gaelic Gallop 2,450 March 2015 $257,250 Mississippi River High School Rodeo 1,520 May 2015 $212,800 Grandview Gallop 2,450 June 2015 $257,250 Run For Troops 1,175 June 2015 $164,500 Mississippi Valley Open Tennis 925 June 2015 $97.125 *Attendee information provided directly from eventpromoters. **Impact provided by the Iowa Economic Development Authority. going forward Convention & Meeting Upcoming E M- - Memo Delegates Month Iowa Grocery Industry Association 450 July 2015 (3 out of last 4 years in DBQ: Previously 3o-years in Okoboji) Midwest Hosta Conference 300 July 2015 Mississippi River Cities &Towns Initiatives Mayoral 200 September 2015 Conference impactjff,l DUBUQUE AREA CONVENTION &VISITORS BUREAU economic going forward Conventions & Group Tours Upcoming Zeitgeist Consulting, a nationally known expert in the Destination Marketing field, will be brought in to assist the Dubuque CVB with identifying and establishing future growth potential in the convention and group markets. They will work with local stakeholders (hotels, governmental leaders, arts councils, restaurateurs, attractions, etc) to analyze weaknesses and strengths in these specific markets that will allow the CVB to growl future possibilities in securing business for the community. economicjff,l DUBUQUE AREA CONVENTION &VISITORS BUREAU . . going forward Sports & Events Upcoming The 2015 & 2016 Dockdog World Championships will once again be held in Dubuque. The previous 3 were also held in Dubuque at the Five Flags Center. Cabela's Master Walleye Circuit will be traveling to Dubuque for a televised event in September. The 30-minute show Will air on NBC Sports and the Pursuit Channel to over sso million households. NBC Sports will air at least 2 showings during the 4th QT (October-December), and the Pursuit Channel will air at least 6 showings during the 2nd QT (April-June). economicjff,l DUBUQUE AREA CONVENTION &VISITORS BUREAU . . m DDUBUQUE AREA CONVENTION &VISITORS BUREAU quality of life The CVB leverages branding efforts and the resulting economic impact to help foster the quality of life and opportunities that result from it by supporting the local arts & cultural community, advocating for improved tourism infrastructure and celebrating what makes Dubuque unique. DDUBUQUE AREA CONVENTION &VISITORS BUREAU quality of life • rts & cuLture Identified as a City Council priority, the CVB has made it a key goal to continue to support local arts & cultural events CV13 including America's River Festival, Involvement Voices of the Warehouse & Julien Dubuque International Film Festival to bring awareness to the events and brand Dubuque as a destination for the arts. indusivity The CVB partnered with Inclusive Dubuque and Proudly Accessible Dubuque to ofFer front line training to area organizations. CSI, short for Customer Service Intel, focused on educating front line employees on howl to welcome visitors to the area while also making them feel inclusive. Ble• Dubuque A kickofF training session was held at the Grand River Center in September to introduce our & Indusi , vity program to area organizations. Attendees took in a presentation from Rob Bell on Customer Service, and a quick mock-training session from stafF. Training sessions were also held for area businesses following the kick-ofF event. This will continue to be a priority for the CVB throughout FY 2o16 as it has been identified as a priority by City Council. Grassroots organization that lobbies the State of Iowa to support efForts made Travel by the tourism industry. Federation of Keith Rahe & Julie Kronlage serve as District Leaders to lobby to our (TFI ) legislators on the importance of Iowasupporting tourism. After all, tourism supports the quality of life available here in Dubuque. From our city parks to our workforce to our education system. Support the Iowa Economic Development Authority budget to ensure adequate funds are available for the Iowa Tourism Office, Iowa Legislative Tourism Grant Program and Iowa's three tourism regions. PrioritiesIncrease visitation to Iowa by competitively funding the State's advertising budget. Support funding for the Regional Sports Authority District program. tourism infrastructure Parks to People is an initiative that plans to expand infrastructure; create Parksto connections; and improve the structural, economic and community connections to state, county and city parks. This People efFort is a region-wide efFort of Jones, Jackson and Dubuque Counties. The Initiative CVB has been involved in the planning & marketing of this efFort alongside the City of Dubuque, Iowa DNR, Dubuque County Conservation & entities from Jones & Jackson County. ■ Dubuque Area Convention &Visitors Bureau proposed budget Dubuque Area Convention & Visitors Bureau FY16 Budget YTD thru Budget FY15 Proposed FY16 Dec. 2014 Income Dubuque County 25,000.00 25,000.00 25,000.00 Grants 37,500.00 62,000.00 55,000.00 Gift Shop/Welcome Center 21,855.01 35,000.00 32,000.00 Co-op Programs 11,410.00 35,000.00 32,000.00 Bureau Services 39,908.60 70,000.00 81,000.00 CVB Events 4,643.66 35,000.00 35,000.00 Hotel/Motel Tax 489,835.50 979,677.00 1,018,206.42 Interest 79.48 250.00 200.00 Total Income 630,232.25 1,241,927.00 1,278,406.42 Expense Convention Marketing Hometown Hero 4,500.00 5,000.00 Marketing 6,211.00 10,000.00 4,000.00 Bid Process 2,352.01 11,000.00 15,000.00 Corporate Marketing 15,099.65 29,200.00 28,250.00 Associate Marketing 5,003.85 11,000.00 9,500.00 Convention Services 3,000.00 3,400.00 Total Convention Marketinq28,666.51 68,700.00 65,150.00 YTD thru Budget FY15 Proposed FY16 Dec. 2014 Sports Commission 64,308.31 90,000.00 110,600.00 Group Tour Marketing Group Leader Development 9,969.57 22,000.00 23,000.00 Tradesh ows 5,952.20 13,000.00 11,800.00 Total Group Tour Marketing 15,921.77 35,000.00 34,800.00 Marketing Media Buys 107,376.67 290,000.00 303,000.00 Total Marketing 107,376.67 290,000.00 303,000.00 Awareness Development AR Festival 0.00 25,000.00 25,000.00 Local Awareness 3,612.76 6,000.00 9,000.00 Education/Staff Development 11,909.99 18,500.00 18,500.00 Hospitality 1,804.81 9,000.00 9,000.00 Travel Writers 1,235.72 5,000.00 3,000.00 CVB Events 9,674.08 32,000.00 32,000.00 Gift Shop/Welcome Center 15,248.01 28,500.00 25,500.00 Total Awareness Development 43,485.37 124,000.00 122,000.00 Salaries & Benefits Salaries 172,936.91 362,259.00 378,609.00 Payroll Tax Expense 15,719.55 29,540.00 30,942.00 Health & Dental Insurance 17,331.76 36,257.00 39,251.00 Life/STD& LTD Insurance 1,592.78 3,210.00 3,439.00 Pension Contribution 7,737.52 18,113.00 18,930.00 Total Salaries & Benefits 215,318.52 449,379.00 471,171.00 YTD thru Budget FY15 Proposed FY16 Dec. 2014 Administrative Insurance 5,181.00 5,000.00 5,500.00 Postage 6,680.72 10,000.00 10,000.00 Parking 5,064.00 9,540.00 9,564.00 Accounting& Legal Services 13,028.78 10,000.00 11,000.00 Total Administrative 29,954.50 34,540.00 36,064.00 Operations Telephone, Telecommunications 6,324.79 10,450.00 11,000.00 Computer Software/Equipment 18,106.39 25,000.00 22,000.00 Supplies 3,410.86 6,000.00 7,000.00 Total Operations 27,842.04 41,450.00 40,000.00 Facilities Welcome Center Rent 22,234.30 32,539.00 36,630.00 3rd & Main Condo Association 1,248.00 3,000.00 3,000.00 Utilities 1,442.67 4,500.00 5,000.00 Office Maintenance 3,922.11 5,000.00 6,000.00 Total Facilities 28,847.08 45,039.00 50,630.00 Depreciation Expense 6,913.80 18,000.00 Interest Expense 7,154.12 6,309.64 Total Expense 575,788.69 1,178,108.00 1,257,724.64 Net Ordinary Income 54,443.56 63,819.00 20,681.78 Net Income 54,443.56 63,819.00 20,681.78 "The following Dubuque Area Convention & pages outline Net Income & Expenses a detailed July 1, 2015 - June 30, 2016 breakdown of the FY 2016 Budget. • Dubuque County 25,000.00 Grants 55,000.00 Gift Shop/Welcome Center 32,000.00 Co-op Programs 32,000.00 Bureau Services 81,000.00 CVB Events 35,000.00 Hotel/Motel Tax 1,018,206.42 Interest 200.00 Total 1,278,406.42 Convention Marketing 65,150.00 Sports Commission 110,600.00 Group Tour Marketing 34,800.00 Marketing: Media Buys 303,000.00 Awareness Development 122,000.00 Personnel 471,171.00 Administrative 36,064.00 Operations 40,000.00 Facilities 50,630.00 Depreciation & Interest 24,309.64 Total 1,257,724.64 NET 20,681.78 Income July 1, 2015 - June 30, 2o16 Dubuque County 25,000.00 Actual, receive in August EITA 5,000.00 State Tourism Grant IDED 50,000.00 State of Iowa Sports marketing grant Subtotal 55,000.00 Gift Shop/Welcome Retail Sales 32,000.00 Retail sales at Welcome Center Subtotal 32,000.00 Programs Partner Income 32,000.00 Marketing Program Subtotal 32,000.00 Bureau Services Visitor Guide 5,500.00 Ad sales for Visitor Guide/TH Media America's River Festival 15,000.00 Contract for Services JDIFF 10,000.00 Contract for Services Tri-State Tourism 12,000.00 Contract for Services Mystique Team of Dreams 6,000.00 Contract for Services Print Co-Ops 7,000.00 Ad sales for CVB materials Riverboat tours 25,500.00 Staff conducts tours in Dubuque &County Subtotal 81,000.00 CVB Events What Women Want Weekend 35,000.00 5th annual event, ticket sales &sponsorship Subtotal 35,000.00 Income July 1, 2015 - June 30, 2o16 City . D - Hotel/Motel Tax 1,018,206.42 Actual,4 quarterly payments Subtotal 1,018,206.42 Interest 200.00 Total Income 1,278,406.42 Expenses: Convention Marketing July 1, 2015 - June 30, 2016 Hometown Hero Tristate Champion (formerly) Work in conjunction with locals to bring in the associations Hometown Hero 5,000.00 that belong to Dubuque for their annual conference, meeting or event Marketing Line item Description On Line 2,500.00 E.blasts Direct Mail 1,500.00 Mail pieces Subtotal 4,000.00 Bid Process Line item Description Presentation 3,000.00 Travel expenses for recruitment of conventions to the community Incentives 12,000.00 Fees associated with bringing conferences to Dubuque Subtotal 15,000.00 InternationalCorporate Marketing show CVB is attending with 3 other Iowa DMO's POW WOW 4,000.00 to recruit international business into the community Reader Board Service 3,500.00 Target top five markets outside our market to determine conventions & meetings for future sales Tradeshow providing appointments and networking with Meetings Quest 3,000.00 Meeting Planners on a national level; dues &travel expenses Tradeshow providing appointments and networking with Small Meetings Market 3,250.00 Meeting Planners on a national level; dues &travel expenses One large FAM tour three days/two nights specifically geared Lead Development 5,000.00 towards Expenses associated with sales trips to communities such as Regional Sales Trips 4,500.00 Madison, Des Moines, Davenport, Cedar Rapids, Rockford Targeted research to develop new strategies to increase ZeitGeist Consulting 5,000.00 convention & meetings sales to the community Subtotal 28,250.00 Expenses: Convention Marketing JuLy 1, 2015 - June 30, 2016 Associate Marketing MPI 2,000.00 Meeting Planners International dues and sponsorship ISAE 2,500.00 Iowa Society of Association Executives dues and sponsorship Event held by Iowa Tourism office to promote to meeting Iowa Meetings Marketplace 0.00 planners Annual event CVB hosts with partners to recruit meeting Wisconsin Planner Event 5,000.00 planners to consider Dubuque for their upcoming meetings Subtotal 9,500.00 Convention Services Line item Description Supplies 1,000.00 Tradeshows and presentations Hospitality 1,200.00 Individual site visits Specialty Items 1,200.00 Promotional Items Subtotal 3,400.00 TOTAL 65,150.00 Expenses: Sports Commission July 1, 2015 - June 30, 2016 Sports The Dubuque Blowout just completed its 15th year and is a summer soccer tournament that attracts over 1,600 Blowout Jul Dubuque participants annually.Teams from Metamora, Chicago, q y $ 1,000.00 Minneapolis, Quad Cities, Iowa City, and Cedar Rapids compete in brackets that start for 9 year olds and go all the way up to 19 year olds for both boys and girls. America's River Soccer Classic is one of the top soccer tournaments for adults in the Midwest.The classic has 4 different divisions with 12 teams competing in each.The America's River Soccer Classic August $ 1,000.00 divisions include: open, over 40, co-ed, and women's.The tournament just completed their 10th year with teams from Illinois, Wisconsin, Minnesota, Nebraska, and Iowa. Currently, the tourney has a waiting list to compete. The Mantastic Guyathlon is a competitive, or friendly for Mantastic Gu athlon August some, competition with teams of two competing in golf, y g $10,000.00 bowling, a softball hitting contest, and bean bags.Various Dubuque facilities are used over the weekend event, and 34 Cabela's Master Walleye Circuit is a world-class walleye fishing circuit that allows the chance to win thousands of dollars in Cabela's Master Walleye September cash and prizes. Dubuque's event will be a "Guaranteed y 18-19, 2015 $20,000.00 Televised Event" that will be aired on Federation Angler TV on NBC Sports and the Pursuit Channel. Over 100 anglers from around the Midwest are expected for this 2-3 day event. Expenses: Sports Commission July 1, 2015 - June 30, 2016 Teams from around the world come to Dubuque to compete in this annual event held on the Mississippi River.The event is Dragon Boat Festival September $ 1,500.00 held for two days and takes place on the second weekend of September.Teams race down the Mississippi River in large, hand painted draeon boats which embrace the sienificance of Dockdogs Worlds is a three day event held in the middle of November and attracted over 220 competitors,400 total Dockdo World Championships November entries, and additional family members from all over the g Wor 11-15, 2015 $35,000.00 country in 2014. In all, 34 states and 3 provinces in Canada were represented in this year's competitor field. Over 3,000 spectators took in the weekend thrills at the Five Flags Center. Dockdogs Worlds is a three day event held in the middle of November and attracted over 220 competitors,400 total DockDog World Championships- Novemberentries, and additional family members from all over the Fee 11-15, 2015 $ 5,000.00 country in 2014. In all, 34 states and 3 provinces in Canada were represented in this year's competitor field. Over 3,000 spectators took in the weekend thrills at the Five Flags Center. Dockdogs Worlds is a three day event held in the middle of November and attracted over 220 competitors,400 total DockDog World Championships- Novemberentries, and additional family members from all over the Fee 2016 $ 5,000.00 country in 2014. In all, 34 states and 3 provinces in Canada were represented in this year's competitor field. Over 3,000 spectators took in the weekend thrills at the Five Flags Center. The Swimming Hurricanes Tournament is a collection of 3 tournaments over the course of the year. The Dubuque Area $ 1,500.00 Dubuque Swimming Hurricanes Nov, March, Swimming Hurricanes was founded in the fall of 1991 by July parents to establish a year round competitive program. Last year's meets attracted 640 swimmers and over 1400 spectators from all across the state. Expenses: Sports Commission July 1, 2015 - June 30, 2016 Iowa Special Olympic Winter Games is held in Dubuque in January.The games bring 400+athletes of all ages along with Januar Olympics S ecialtheir coaches, supporters, and volunteers to Dubuque and the Special y $ 2,500.00 surrounding area. Dubuque is a prime location for the games with Sundown Mountain, Five Flags Civic Center, and great areas for cross country skiing and winter sports. In 2013, the Winter Iowa games completed its 21st year in the Dubuque Community and brought in both youth and adult Winter Iowa Games January $ 7,500.00 participants.There is an extensive list of sports that includes basketball, volleyball, dodge ball, downhill skiing, cross country skiine. snowboardine. fitness walk. ice hockev. indoor The Mississippi River High School Rodeo was created to help bring excitement, mentorship, and thrills of rodeo to a new Mississippi River High School 000.00 generation of junior high school students.The event draws Rodeo May $ 1, competitors in from the tri-states and all participants compete at a chance to qualify in the National High School Rodeo Competition. The Grandview Gallop is a 4 mile road race/walk and the Grandview Gallop June $ 1,500.00 America's Run Junior Gallop is a 1 mile race for youth age 12 and under.The event was started in 2006 and is regional with participants coming from around the tri-state area. This is a point to point, chip timed marathon distance trail run Run For Troops June $ 1,500.00 from Dyersville to Dubuque on the scenic and rustic Heritage Trail.This event can be completed as an individual marathoner or a relay team. Relay Teams can consist of 2—12 members. Expenses: Sports Commission July 1, 2015 - June 30, 2016 The Dubuque Gran Fondo is a challenging cycling event taking place over the hills of the City of Dubuque and on the roads through the nearby countryside.The route will include Gran Fondo August $ 5,000.00 many of Dubuque's steep hills and some area gravel roads. Sections of the Dubuque Gran Fondo will be timed and rider times over these sections will determine the winners of the Gran Fondo. The Gaelic Gallop Road Race is three events in one and recently completed its 30`h year.The competition has events Gaelic Gallop March $ 3,000.00 for everyone,whether it is the 8K for the competitive athlete or the 2 mile fun run/walk. Half the participants are from the Dyersville/Dubuque area while the rest come from the Tri- state area. Team Iowa is a consortium of Iowa sports commissions and convention and visitors bureaus across the state to promote Team Iowa Membership Dues Yearly $ 4,800.00 Iowa as a premier destination for amateur sports activities. Dues help offset state lobbying efforts for Sports Commission Funding NASC Dues Yearly $ 800.00 NASC Membership cost. Must be a member to attend the yearly NASC conference that rotates around the country. The National Association of Sports Commissions (NASC) is the most trusted resource for sports commissions, convention and NASC Conference April $ 3,000.00 visitors bureaus (CVBs), and sports event owners.The NASC conference is a great way for event promoters and event planners to meet. Si TOTAL 110,600.00 Expenses: Group Tour Marketing July 1, 2015 - June 30, 2o16 Group Leader Development Marketing 6,500.00 Marketing Ads Iowa Group Travel Association 1,000.00 Dues, sponsorship Group Tour FAM 4,000.00 Transportation, fees associated with event American Queen Riverboat visits 11,500.00 Attraction & Restaurant Fees Subtotal 23,000.00 Tradeshows American Bus Association (ABA) 3,500.00 Appointment based show with national motor coach operators Heritage Club International 2,800.00 Tradeshow with Bank Club Planners Travel Iowa Marketplace 1,000.00 Tradeshow with group tour planners from all sectors Select Traveler 3,000.00 Appointment based show with bank clubs &chambers Midwest Marketplace 1,500.00 Appointment based show with group tour planners from all sectors Subtotal 11,800.00 TOTAL 34,800.00 Expenses: Marketing JuLy 1, 2015 - June 30, 2o16 Direct Mail, Outdoor, Radio, Print 303,000.00 Social Media,TV, Online See FY 2016 Marketing Overview Booklet Subtotal 303,000.00 TOTAL 303,000.00 Expenses: Awareness Development July 1, 2015 - June 30, 2o16 America's River Festival 25,000.00 ARC Partner contribution to event Subtotal 25,000.00 Local Awareness Travel Federation/Legislative 1,000.00 Annual lobbying day held in January Misc. 4,000.00 unbudgeted items that come up during the year Partner relations 4,000.00 food for committee meetings, staff meetings, partner meetings Subtotal 9,000.00 Development IDMA - - . . - IDMA membership dues 1,500.00 Iowa Destination Marketing Assc. Membership Travel 8,500.00 Gas for CVB truck, airline tickets, rental cars Tourism Conference 2,500.00 Iowa tourism conference in Ottumwa, fees and hotel expenses for 4 EITA membership dues 2,000.00 Eastern Iowa Tourism Assc. Annual fees and meeting expenses Upper Midwest conference 4,000.00 Midwest CVB Conference held in September 2015, fees and hotel expenses for 4 Subtotal 18,500.00 ' May Breakfast 2,000.00 Annual breakfast to kick off tourism season Training Seminar 4,000.00 1 Day training with Inclusive Dubuque for Managers in the Travel Industry CSI Dubuque 3,000.00 Hospitality/Inclusive training for frontline employees in the Travel Industry Subtotal 91000.00 Expenses: Awareness Development July 1, 2015 - June 30, 2o16 Travel Writers Site Tours 2,000.00 Hotel rooms, meals, attraction fees PR Effort 1,000.00 Direct mail piece to writers Subtotal 3,000.00 What Women Want Weekend 25,000.00 GRC expenses, entertainment costs, Unbudgeted Events 7,000.00 events that occur during the year that were not planned for Subtotal 32,000.00 Shop/WelcomeGift Maintenance/Supplies 1,000.00 supplies for Welcome Center Gift Shop Inventory 22,500.00 items to be sold at Gift Shop Tri State Tourism 2,000.00 dues and fees for membership in this 3 state org. Subtotal 25,500.00 TOTAL 122,000.00 Expenses: Personnel Proposed for July 1, 2015 - June 30, 2016 Salary&Wages plus benefits CVB Office Staff 405,826.46 Includes the President &CEO, Director of Operations, Director of Sales, Director of Marketing,Sports/Events Manager CVB Welcome Center Staff 65,344.54 Includes Hospitality Manager and part-time Welcome Center Staff Subtotal 471,171.00 TOTAL 471,171.00 Expenses: Administrative, Operations & Facilities July 1, 2015 - June 30, 2o16 ministrative , Insurance 5,500.00 insurance for the CVR Postage 10,000.00 mailing/shipping for CVR materials Parking 9,564.00 parking ramp, parking validations & mo. Reimbursement Accounting& Legal Services 11,000.00 audit&attorney fees, payroll processing fee Subtotal 36,064.00 Telephone,Telecommunications 11,000.00 monthly phone bills & internet Computer Software/Programs 22,000.00 printer&copier lease,office software, IT block of labor Supplies 7,000.00 office supplies Subtotal 40,000.00 Welcome Center Rent 36,630.00 includes the yearly increase 3rd & Main Condo Association 3,000.00 yearly association fees Utilities 5,000.00 utilities for CVR &Welcome Center Office Maintenance 6,000.00 cleaning fees, light bulbs,etc. Subtotal 50,630.00 Depreciation &Interest Expense 'IV Depreciation Expense 18,000.00 depreciation Interest Expense 6,309.64 imputed interest from interest free loans Subtotal 24,309.64 TOTAL 151,003.64 Personnel vs. Budget to Bureuas with similar sized budgets Council Bluffs 33% Dubuque 34% Des Moines 47% Waterloo 46% Ames 50% Cedar Falls 52% IA City/Coralville 55% i Quad Cities 64% Cedar Rapids 6 0% 10% 20% 30% 40% 50% 60% 70% 60% Data provided by the Iowa Destination Marketing Alliance. FY 2011 - FY 2016 1,400,000 1,200,000 1,000,000 800,000 , 600,000 400,000 200,000 0 , FY2011 FY2012 FY2013 FY2014 FY2015 FY2016 ■CVBTota l Revenue ■Hotel/Motel Tax Income ■Convention,Group Tour&Marketing ■Awareness Development ■Personnel Data collected from the FY2orn-2 o16 budgets. FY 16 Marketing Budget Stra�IIIIIIC'�EI!"'EIEI!°IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII �,� � �i��,� �,��,��,��,� Blogging 6,000.00 Content Curation $ 6,000.00 Fence TaLk Digital3BLogs/Month Display Ads $ 8,000.00 Search&Facebook Exchange Retargeting $ 8,000.00 Fence TaLk Digital Targeted Online Ads Email Marketing $ 7,800.00 Targeted Emails(Rented Lists) $ 6,600.00 Fence TaLk Digital Demo&Location Targeted EmaiLs Constant Contact Subscription $ 1,200.00 EmaiL Marketing TooL Website 13,839.96 Hosting $ 300.00 Hosting Services for traveLdubuque.com Maintenance $ 1,000.0o Domain Renewals, Upgrades to website,etc. IDSS $ 10,000.00 CVB Database Software Payment Processing $ 1,000.00 Online Purchase Processing Fees Survey $ 1,191.96 Survey&Form TooL for traveLdubuque.com Protection $ 348.00 Protection&Backup Social 5348.00 Woobox $ 348.0o Giveaway TooL to compLy with sociaL network ruLes Promoted Posts $ 5,000.00 Boost Social Presence IIIIIIICiICIlIII�I.lIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII��IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII!11lIl11�!'�!li.�I!IilII!lIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII Leisure Traveler 14,612.00 Destination Dubuque $ 4,770.00 Cedar Rapids Dubuque Guide in Gazette Eastern Iowa Tourism $ 1,495.00 Annual Guide GaLenian $ 2,020.00 Bi-AnnuaL Guide Iowa Travel Guide $ 5,550.00 Annual Guide Birding Guide $ 777.00 Annual Guide CVB Awareness/Positioning 1,545.00 TH Media $ 1,545.00 MisceLLaneous Community Advertising FY 16 Marketing Budget Events $ 44,000-00 DockDogs $ 2,500.00 Media Buy $ 2,500.00 Promotion of the event America's River Festival $ 25,000.00 Media Buy $ 25,000.00 Promotion of the event Mantastic Guyathlon $ 3,500.00 Media Buy $ 3,500.00 Promotion of the event Voices $ 5,000.00 Media Buy $ 5,000.00 Promotion of the event JDIFF $ 6,000.00 Media Buy $ 6,000.00 Promotion of the event What Women Want $ 23,000.00 Media Buy $ 23,000.00 Promotion of the event Television $ 230,000-00 Producti • • • • - Production $ 20,000.00 HappeeSmith $ 2o,000.00 Video Editing,Creation, Etc. Placement $ 220,000.00 Summer 2025 $ 22,500.00 TV Campaign in Des Moines, Madison&Cedar Rapids FaLL 2025 $ 22,500.00 TV Campaign in Des Moines, Madison&Cedar Rapids Spring 2026 $ 75,000.00 TV Campaign in Des Moines, Madison&Cedar Rapids Collateral $ • - Stationary $ 5.465.00 Union Hoermann Press $ 5,465.00 Letterhead, Business Cards, EnveLopes Publications $ 7,000.00 Special PubLications $ 7,000.00 AnnuaL Report and Invitations Other $ 4,000.00 Marketing Co-Op PotentiaLs $ 4,000.00 Direct MaRto PotentaiL Paid Partners Signage $ 2,000.00 FY 16 Marketing Budget Other Memberships $ 2,000.00 Travel Mississippi River $ i,000.00 Miss. River community marketing organization Contracted Services/Internships $ 2,000.00 Interns $ 2,000.00 Paid Internship for Inbound Marketing Photos $ 22,000.00 Photo Acquistion $ io,000.00 Photoshoots, photo Licensing Stock Photos $ 2,000.00 Stock photo purchasing Truck $ 5,355.48 Lease Payment $ 5,355.48 CVB Truck Special Projects $ 25,000.00 Contige • • • - Contigency $ 25,000.00 MisceLLaneous $ 25,000.00 Sales $ 22,222.00 Meetings $ 22,222.00 Midwest Meetings $ 3,575.00 Meetings PubLication. Print Advertising SmaLL Market Meetings $ 3,222.00 Meetings PubLication. Print Advertising MisceLLaneous $ 4,000.00 DigitaL&EmaiL Marketing to Meeting Professionals Group Tours $ 22,525.00 ABA Motorcoach Marketer $ 525.00 Group Tour PubLication. Print Advertising MisceLLaneous $ 9,000.00 DigitaL&EmaiL Marketing to Group Tour ProfessionaLs Reunions $ 2,000.00 Print Advertising &other opportunities $ 302,2 AREA CONVENTION &' VISITORS BUREAU