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2 4 08 CVB Worksession MaterialTable ~ Contents P~ 1 Stakeholders Pale 2 Statements of Purpose Et Mission P~~ 3'7 Critical Success Factors £t Goals Pa=e v Critical Success Factors Et Measurements Pm 9' 15 Budget Stakeholders • Arts it Cultural groups Attractions • Religious organizations Riverboats • Gaming industry • Dubuque It Regional Attractions • Economic Development organizations River • Riverboat operators Museum • Marine industry Heritage trail • Regional CVB organizations • Golfing • Iowa Welcome Center program Swiss Valley • Agricultural industry Mines of Spain • Attractions " Parks • Hotels Gaming • Restaurants • Silos li Smokestacks • Retail • Taxpayers Events • Community Businesses • Fairs 8 Festivals • State of Iowa • Sporting • Events " Entertainment • Educational institutions • Music/Concerts • Customers " • Theater • City of Dubuque • Art/Museum • Dubuque County Trade Shows • Tri-State Area • Political Visits/Events • Tourists/Visitors Educational • Local citizens Charity • DNR Expositions • CVB Staff • Media Custom ers • Not-for-profits • Convention delegates • American Eagle/Airport • Convention sponsors • Event attendees • Tour groups • Local population • Individual tourists • Business travelers • Education/sports groups • Travel writers • Internet surfers Page Statements of Purpose • Assist the community with tourism growth and development. • Promote the Dubuque area as a great place to experience. • Facilitate tourism partnerships. • Be an information repository for the tourism industry. • Drive new money to the community. • Be a leader in shaping the Dubuque area's image. • Be a catalyst for service excellence. Mission The Convention >* Visitor's Bureau Mission: The Convention & Visitors Bureau will lead tourism destination promotion and development to enhance and expand the Dubuque Area experience. Page Critical Success Factors ~t Goals • Identify, Engage £t Communicate the Return on Investment to our Members/Stakeholders • Create ft Implement Marketing Plan to Increase Tourism • Provide Education on Product and Service Excellence • Be the Leading Authority for Regional Tourism • Financial Sustainability Page Identify, Engage tt Communicate the Return oln Ilnv~estrr~elnt to our Mem bers/Stakehotders Coal 1: Maintain at Develop Active Stakeholders Objective A: One-on-one interaction with management/decision makers Objective B: Expand/Develop program options Objective C: Develop a means of feedback from stakeholders Coal 1: Identify a=t engage less active stakeholders Objective A: One-on-one interaction Objective B: Staff input Objective C: Provide contact information Objective D: Provide a cheat sheet on "opportunities" Coal 3: Share information from industry to all stakeholders Objective A: Develop communication tool 1. Email newsletter Z. T.H. Column or insert Objective B: Community-wide awareness program 1. FAM tour for industry stakeholders Z. "Passport" program 3. Hometown Hero expansion Objective C Team Outreach ~.~oal ~: Attend industry related meetings such as hotel/motel, Tri-State Tourism and Eastern Iowa Tourism meetings to provide and gather input and information. Coai S: Assist the membership division in the recruitment and retention of Chamber member businesses by promoting/communicating the economic benefits of the impact of tourism. Objective A: Participate in the membership drive activities. Objective B: Make personal calls on members. Coal ~: Promote a section of the website that provides tourism statistics and resources for members. (i.e.: convention leads, tourism spending, tourism trends, convention calendar, calendar of events, etc Page Create ~t Implenl~ent a Marketing Plan to Increase Tourism Goal 1: Increase the number of travelers to the Dubuque area from 1.6 million to 1.7 million and travel expenditures to the area from $236 million in 2006 to $325 million by FY2011 as reported by the IDED Tourism Impact Reports. Objective A: Re-evaluate our target audiences, needs and research segment trends. Objective B: Continue implementation of an annual integrated marketing campaign in target markets to position the Dubuque area as a recreational, scenic and historical getaway for multi-day trips in cooperation with our regional partners. Objective C: Develop consumer promotions to promote seasonal, themed, and unique options to encourage new and return visits to the area. Objective D: Provide visitor assistance and increase the number of travel parties seeking information at the Iowa Welcome Center by Z5% as reported by monthly Iowa Welcome Center reports. Objective E: Market area festivals, events, and attractions to generate visitors to the area. Objective F: Provide Visitor Guide and Calendar of Events brochures as fulfillment pieces to ad placements. Objective G: Continue Co-op advertising opportunities OhiPCt!ve H. Exr~and the direct mail datai-ease by ~dent,f~~ng their mte~F~sts ~ak~ feature, CulturE:, Pc~inance, Garnbl~ny. j Ohlect!ve i G_-~nt~nue tY ~e cadence of the direr t rna~l pr~~grarn to feature Gn Pass and d~c~~tal variable p~intinq. Objective J Ex~~~r ~d d!~ect rna!I pieces fry ,rn pustcar~i ru a Flat to include an overall Deal->u~,ue .,eisc~ective and themed ~~Unerar~es. Oh)ecbve k'. invesnq,ite a c~nUali~ed C~alPnd~r nt Events c~~ ~rtal toy Cha~r~her, T.~., t(,~, K ~X~'1J~ ~~~ ~~; rrin~r Goal `L: Promote the Dubuque area as a multi-day group tour destination to generate 3,000 mid-week group tour room nights annually. Objective A: To increase the number of group tours and the length of group stays by offering multi-day itineraries and group packages. Objective B: Target group leaders m Iowa, Illinois, Wisconsin, Minnesota and national tour operators. Objective C: Provide tour operators and group leaders with promotional materials. Objective D: Monitor industry trends on traveler spending patterns and areas of interest. Oh~ectivP E Partner s~ith T, i-State Tour srn Counc I Goal :3: Promote the Dubuque area as astate-of-the-art meeting and conference destination to generate a minimum of 70,000 delegates annually. Objective A: Maintain focus on small to medium sized meetings. Objective B: Aggressively market to national, state and regional conferences in 400+ delegate range. Objective C: Focus on Hometown Hero Campaign as a main source of leads for meeting and conference business Page Create 1't Implemer>It a Mari~etilr~ Plan to Increase Tourism ~cart'd) Objective D: Develop promotional materials to send to planners and delegates Objective E: Monitor industry trends and delegate spending patterns through the Iowa Convention & Visitors Bureau. Objective F: Develop Convention Servicing Program to promote area activities and to enhance the overall group experience. Objective G: Redevelop past business and re-bid lost business Ohlectr~e H Pmrnote more Sunday -Thursday evening business for both <<~nvention ~ leisure traveler. Objective I Continue to look for r iew rnar.Kets ~ new trade shy ~ws Ohiectwe J~ Generate new leads tt~r~~uc~h Hr;rn~rr,/,in Hera, Safes Blitz's, FA,M T~~i_~rs & Trade Sh~~ws Goal ~: Increase Communication between all stakeholders and deliver consistent messages for Dubuque as a destination. Coal ~: Increase Awareness of Dubuque and the surrounding area by maintaining and expanding media relations locally, regionally and nationally. Objective A: Provide promotional materials and ongoing information to travel media interested in the Dubuque area. Objective B: Promote the Dubuque area to travel media for short and long lead stories Objective C: Annually monitor and track media coverage. Coal ~; Redefine/reposition Dubuque as a destination. Compare nationally £t internationally to explore our opportunities. Objective A: Conduct research on market segments Objective B: Re-assess our image Objective C: Partner statewide and regionally to expand our message Goal 7: Develop Sports Marketing Program to attract amateur athletics to the Dubuque area. Objective A. Involve all areas of the Dubuque Req~on in events Objective B: Attend spnrrt trade shows Objective C: Independent site tours fur S.unrts P~larketing Ohlect~ve D~ Create a collateral piece c~utl!n~nq sport faaliry resr~urces Page Provide Education on Product and Service Excellence (.~aa( 1: Provide community education to improve the Visitor experience Objective A: Develop training opportunities based on visitor needs Objective B: Develop service excellence recognition program Objective C: Expand train the trainer program Objective D: Communicate Service Excellence expectations, tips & testimornals to community via bi-monthly newsletter, Chamber Edge & electronic mail Objective E: Develop community wide 'secret shopper' program t~_~ reward oos~twe custome! ~erv!cF~ Objective F: Create community wide "Tourist in Your Our Town" campaign Objective G: Promote tourism activities on monthly basis to business & community Objective H: Continue to work with Ciry of Dubuque to implement Pedestrian Wayfinding System Ot~lective L Continue/~noease npoo~tunities fir neCwr~rk:nq ~n ~a f~ a ,~I tr~~de show env~r~~r ~r runt Ohl~~tive J' Bang 'n keyn~_~te cust~,r nee service sr~eakr~rti Ob~ect!ve K Continii~ 1~~~~nt ling !~~ ~s~ntality Ua~ninq Be the heading Authority for Regional Tourism ~.:~aal = ~ Provide on line access to tourism industry data. Objective A: Develop and promote internal and external information for members and visitors to access information Z4/7. Objective B: Develop Materials to provide to tourism industry front-Ime employees to assist them in promoting Dubuque. ac~al ~ Continually survey the membership on their info needs and adjust data accordingly. Objective A: Provide a form for feedback and questions from stakeholders on website. ~~oal ~: Position the CVB as an information clearinghouse for the community. ~ac;,~C ~: Lead the development of a tri-state tourism marketing plan. Financial Sustainability t,~aal ~i : Develop a regionalized plan to promote the Tri-State area with an aggressive marketing program funded by various investment opportunities: Hotel/Motel tax rate, Endow Iowa Fund, Vision Iowa, City of Dubuque investment, County of Dubuque Investment, Other state and federal grants (with local funds available for matching requirements) ~aai ~: Explore revenue opportunities with packaging of tours. ~c~a! "~: Outline advertising efforts for future as long-term and short-term Pale Critical Success Factors ~t 11Aeasurements Identify engage & communoltt the Return on ln~nent to our members/ staketalders • Number of members/growth/retention • Track participation • Surveys • Database • Retention of members • Increased membership • Repeat business • Members' growth • Member participation in CVB programs • Hotel/Motel tax • Anecdotal feedback • Data collection & analysis Create & implement martketins I~ m increase bo~risrn • Hotel Tax • Convention & meeting numbers • Events/attraction attendance • Tourism industry expansion • Welcome Center numbers • Visiror expenditure studies • Number of information requests • IDED reports • Hotel bookings Provide education on product ft sererice excelk~nce • Secret shopper • Survey customers • Number of people in service excellence program • Convention feedback • Number of repeat customers • Lack of complaints tie the leading authority for regional tourism • Number of requests for information • Website hits • Receipt of information from stakeholders and members - i.e. cooperation • Surveys Financial Sustainabitity • Black inkl • Member retention • Occupancy rates • Increased revenue • New revenue source Page Budget Net ~~oon~e tt Expenses FY 2007-2008 FY 2008-2009 INCOME: INCOME: Ciry Loan 35,000.00 City Loan 35,000 00 Bureau Services 14,000.00 Bureau Services 14,000.00 Retail Sales 35,500.00 Retail Sales 35,500.00 Co-Op Programs 20,000.00 Co-Op Programs 170,000.00 Grants 2,000.00 Grants 50,000.00 Ciry of Dubuque 732,496.24 City of Dubuque 766,453.25 Dubuque County 25,000.00 Dubuque County 25,000.00 Total 863,996.24 Total 1,095,953.25 EXPENSES: EXPENSES: Convention Marketing 63,500.00 Convention Marketing 138,500.00 Group Tour Marketing 14,000.00 Group Tour Marketing 18,000 00 Independent Traveler Marketing 242,500.00 Independent Traveler Marketing 392,500 00 Awareness Development 45,000.00 Awareness Development 50,000 00 Personnel 399,705 00 Personnel 415,693.00 Administrative 76,471.00 Administrative 80,295.00 Support Services 62, 160.00 Support Services 65,268.00 Total 903, 3 36.00 Total 1,160, 256.00 NET -39,339.76 NET -64,302.75 F~ge B I~i:T~:i-i-~ FY 2007-2008 FY 2008-2009 Bureau Services: Bureau Services: Visitor Guide 0.00 Visitor Guide Print Co-Ops 10,000.00 Print Co-0ps Calendar of Events 4,000.00 Calendar of Evens Hospitality 0.00 Hospitality Subtotal 14,000.00 Subtotal Retail Sales: Retail Sales: Maps 0.00 Maps Video Sales 500.00 Video Sales Gift Shop 35,000.00 Gift Shop Subtotal 35,500.00 Subrotal Co-Op Programs: Co-Op Programs: Partner Income 0.00 Partner Income Member Income 20,000 00 Member Income Subtotal 20,000.00 Subtotal Grants: Grants: EITA 2,000.00 EITA State 0.00 State Subtotal 2,000.00 Subtotal City of Dubuque: City of Dubuque: Hotel/Motel Tax 767,496.24 Hotel/Motel Tax Ciry Loan -35,000.00 Ciry Loan Subtotal 732,496.24 Subtotal Dubuque County 25,000.00 Dubuque County Total Income 828,996.24 Total Income 0.00 10,000.00 4,000.00 0.00 14,000.00 0.00 500.00 35,000 00 35 , 500.00 0 00 170,000.00 170,000.00 0.00 50,000.00 50, 000.00 801,453.25 -35,000.00 766,453.25 25,000.00 1,060,953.25 10 Budget Expenses ~ Convention Mark~etin~ FY 2007-2008 FY 2008-2009 Assoc. Marketing: Assoc. Marketing: MPI 3,000.00 MPI 3,000 00 ISAE 7,000.00 ISAE 7,000.00 IMA I ,000.00 IMA I ,000.00 Lead Development 3,000.00 Lead Development 3,000.00 Subtotal 14,000.00 Subtotal 14,000.00 Corporate Marketing: Corporate Marketing: Affordable Meetings 3,500.00 Affordable Meetings 3,500.00 Meetings/Coop Shows 1,000 00 Meetings/Coop Shows 1,000.00 Destination Showcase 2,500.00 Destination Showcase 2,500 00 Holiday Showcase 3,500.00 Holiday Showcase 3,500.00 Lead Development 3,000.00 Lead Development 3,000 00 Subtotal 13, 500.00 Subtotal 13, 500.00 Bid Process: Bid Process: Presentation 4,500.00 Presentation 4,500.00 Incentives 9,000.00 Incentives 9,000.00 Subtotal 13,500.00 Subtotal 13,500.00 Promotional Tools: Promotional Tools: Publications 4,000 00 Publications 4,000.00 Direct Mail 5,000.00 Direct Mail 5,000.00 Ad Placements 5,000 00 Ad Placements 5,000.00 Subtotal 14,000.00 Subtotal 14,000.00 Convention Services: Convention Services: Supplies 3,000.00 Supplies 3,000.00 Hospitality 0.00 Hospitality 0.00 Specialty Items 2,000.00 Specialty Items 2,000.00 Subtotal 5,000.00 Subtotal 5,000.00 Hometown Hero: 3,500.00 Hometown Hero: 3,500.00 Sports Marketing: Marketing ZZ,800 00 Event Assistance 45,000.00 Publications 5,000.00 Advertising/Promos 2,200.00 Subtotal 75,000.00 TOTAL 63,500.00 TOTAL 138,500.00 Page Budget Expenses ~ Group Tour Marketing FY 2007-2008 FY 2008-2009 NTA/ABA/Bank Travel: NTA/ABA/Bank Travel/Going on Faith: Registration 3,000.00 Registration 6,000.00 Travel 2,000.00 Travel 4,000.00 Follow-Up 500 00 Follow-Up 1,000.00 Subtotal 5, 500.00 Subtotal 11, 000.00 Group Leader Development: Group Leader Development: Co-Op Advertising 500.00 Co-op Advertising 500 00 Direct Mail 1,000.00 Direct Mail 1,000.00 Promotions 2,500 00 Promotions 5,000.00 IGTA 500.00 IGTA 500 00 Subtotal 4, 500.00 Subtotal 7,000.00 Publications: 4,000.00 Publications: 0.00 TOTAL 14,000.00 TOTAL 18,000.00 ~~ ~, Budget Expenses ~ Independent Traveler Marketirtbg FY 2007-2008 FY 2008-2009 Publications: Publications: Visitor Guide 0.00 Visitor Guide 0.00 Subtotal 0.00 Subtotal 0.00 Media Buys: Media Buys: Direct Mail, Outdoor, Radio, Print, Direct Mail, Outdoor, Radio, Print, Account management 200,000.00 Account management 350,000.00 Direct mail coops 10,000.00 Direct mail coops 10,000.00 Subtotal 210,000.00 Subtotal 360,000.00 Chamber Welcome Center: Chamber Welcome Center: Rent 0.00 Rent 0.00 Maintenance/Supplies 4,000.00 Maintenance/Supplies 4,000.00 Gift Shop 20,000.00 Gift Shop 20,000.00 Brochure Distritution 3,500.00 Brochure Distritution 3,500.00 EITA, TSTC &IWCA 5,000.00 EITA, TSTC &IWCA 5,000.00 Subtotal 32, 500.00 Subtotal 3 2, 500.00 TOTAL 242, 500.00 TOTAL 392, 500.00 ..13 Expenses ~ Awareness Development FY 2007-2008 FY 2008-2009 Travel Writers: Travel Writers: Media Kits 1,000.00 Media Kits 1,000 00 Site Tours 1,000.00 Site Tours 1,000 00 Clipping Service 1,000.00 Clipping Service 0.00 PR Effort 7,000.00 PR Effort 8,000.00 Subtotal 10,000.00 Subtotal 10,000.00 Hospitality: Hospitality: Seminar Material 2,000.00 Seminar Material 2,000.00 Signage 2,000.00 Signage 2,000.00 Annual Program 4,000.00 Annual Program 4,000.00 Local Awareness 2,000.00 Local Awareness 2,000.00 Subtotal 10,000.00 Subtotal 10,000.00 Festivals Task Force Festivals Task Force Calendar of Events 4,000.00 Calendar of Events 4,000.00 Subtotal 4,000.00 Subtotal 4,000.00 Education/Staff Development: Education/Staff Development: IACVB Membership 1,000.00 IACVB Membership 1,000 00 Travel 4,500.00 Travel 4,500.00 Tourism Conference 1,000.00 Tourism Conference 1,000.00 Subtotal 6, 500.00 Subtotal 6, 500.00 Local Awareness: Local Awareness: Travel Federation/Legislative 5,500.00 Travel Federation/Legislative 5,500.00 Calls 3,000.00 Calls 3,000.00 Recognition 1,000.00 Recognition 1,000.00 Subtotal 9, 500.00 Subtotal 9, 500.00 AR Festival 5,000.00 AR Festival 10,000.00 TOTAL 45,000.00 TOTAL 50,000.00 `'ade Budget Expenses ~ Personnel FY 2007-2008 FY 2008-2009 Office 257,031.00 Office 264,741.00 Chamber Welcome Staff 60,603.00 Chamber Welcome Staff 62,421.00 Chamber Support Staff 82,071.00 Chamber Support Staff 84,533.00 Subtotal 399,705.00 Subtotal 415,693.00 Administrative 76,471.00 Administrative 80, 295.00 Support Services 62,160.00 Support Services 65,268.00 TOTAL 538,336.00 TOTAL 561,256.00 Y<i r~'