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2 6 17 Convention and Visitors Bureau Annual Work Session Copyright 2014 City of Dubuque Work Session - Top # 1. ITEM TITLE: 5:30 PM- Dubuque Convention and Visitors Bureau SUMMARY: Staff from the Dubuque Convention and Visitors Bureau will conduct the annual work session with the City Council. SUGGESTED DISPOSITION: ATTACHMENTS: Description Type 2017 CVB Purchase of Service Supporting Documentation AREA CONVENTION & VISITORS BUREAU 2017 PURCHASE OF SERVICE DUBUQKeith Rahe AREA CONVENTION &VISITORS BUREAU President & CEO pcphh6 When we work together and provide positive experiences for visitors to our community we create a place people want to visit. When we create a place that someone wants to visit we show them a place THE POWER they would want to live. Once we show them a place they want OF TOURISM to live it becomes a place they want to • work. When we have a place where people want to work we create a place where a business has to be. And where businesses want to be we • build a place people have to visit. 0 Hi. hligrhts of Fiscal Year 2017 TRAVEL RELATED EXPENDITURES $329.27 million generated in travel related expenditures in Dubuque County for 2015 Iowa Economic Development Authority Iowa Tourism Office and prepared by the Research Department of the US Travel Association HOTEL MOTEL TAX 12.1% increase in hotel/motel tax dollars over the past 5 years (FY 2013-FY 2018) AMERICA'S RIVER FESTIVAL 12,000 Attendees I Tickets sold to 548 cities, 24 states, 2 countries Biggest night in festival history for REO Speedwagon, Cheap Trick & Pablo Cruise. JOHN DEERE SUMMIT 2016 $679,926 generated in economic impact 750 Attendees Estimated 1,400 room nights September 17-22, 2016 DOCKDOGS WORLD CHAMPIONSHIPS 2016 $368,292 generated in economic impact 450 Attendees Estimated 600 room nights November 9- 13, 2016 HISTORIC PROGRESSIVE TOURS 21 tours on the books for FY 2017 TRAVELDUBUQUE . COM Record traffic of over 110,000 visitors from January 2016 - December 2016 to traveldubuque.com WELCOME CENTER 7.6% increase of individuals visiting the Welcome Center over 2015. IN - Audience IDENTIFIED MARKETS Cedar Rapids, IA Geographical areas are targeted based on mile radius, demographics Chicago Suburbs, IL and organic intersest to Dubuque as a destination. Des Moines, IA Iowa City, IA Madison, WI EMERGING MARKETS Milwaukee, WI Minneapolis, MN � Omaha, NE Rochester, MN DES MOINES MILWAUKEE MINNEAPOLIS DUBUQUE BETTENDORF IOWA CITY TOP OMAHA 10 ■ 0-1,a°°visits CITIES �`^ ■ 1,001-5,000 visits ', CEDAR RAPIDS FROM ONLINE TRAFFIC - • ■ 5,001-15,000 visits '`► ■ 15,001-30,000 visits � , ■ 30,001-40,000 visits MADISON CHICAGO AVERAGE STAY AVERAGE PARTY SIZE AVERAGE AGE AVERAGE SPENDING weeslre HITS Based on website hits from July 1, 2015 to June 30, 2016 by city. Google Analytics DATA 2.5 Das 2.5 People 48. ears $272. a aAve� PARTYfrom t Days 8 Y95/D p y Data collecteddfrom the 2015 Iowa Welcome Center Survey Report. BLI the Numbers 4,000+ 679500+ 709000+ 139806 29870 559 THE ECONOMIC GROUP TOUR CONVENTION SPORTS INDIVIDUALS TRAVEL TRAVEL IMPACT O F TRAVEL DELEGATES DELEGATES RELATED IN THE RELATED INDUSTRY VISITORSE EMPLOYEES PARTNERS CENTER Dubuque County experienced EXPENDITURES PAYROLL EMPLOYMENT STATE TAX LOCALTAX an increase in travel related (Millions) (Millions) (Thousands) (Millions) (Millions) expenditures, as well as an increase Compared to 2014 .07% Increase 3.97% Increase 1.41% Increase 24.66% Increase 4.90% Increase in payroll, employment, state & local Compared to 2006 39.04% Increase 25.87% Increase 6.69% Increase 59.98% Increase 42.99% Increase tax receipts. _ DUBUQUE COUNTY IMPACT Released annually by the Iowa Economic Development Authority Iowa Tourism Office and prepared by the Research Department of the US Travel Association, this report provides insight on travel related expenditures, a payroll, employment, state and local tax receipts. These numbers are a Co compilation of the 2002 -2015 reports and represent Dubuque County. N ^ W0 N e4 No m a m a OR OR ^ ^ NUMBER OF TRAVELERS m m m b M Data collected from internal tracking. m N m IR vi O C N N Cd ^ Cd O Meetings, Groups & Eluents TESTIMONIAL What a fantastic organization to MEETINGS have on your side and partner with. SAMPLE MEETING The quality of their staff and work Midwest Gang Investigators May 15-18, 2016 350 $207,910 is second to none, and they were John Deere Summit 2016 September 17-22, 2016 750 $679,926 instrumental in helping secure the 2017 National Canoe & Kayak GROUPS Championships in Dubuque. They SAMPLEGROUP have the recipe for success and Country Wide Discoveries June 13-15, 2016 41 $25,625 York Fun Club, York, NE June 20-23, 2016 46 $43,125 continue to showcase Dubuque as a premier location for recreational EVENTS tourism in the Midwest." EARL BRIMEYER Julien Dubuque International Film Festival April 21-24, 2016 3,680 $500,500 Dubuque Dragon Boat Association Team of Dreams September 3-4, 2016 2,700 $324,000 Winter Iowa Games January 30-31, 2016 6,500 $637,807 America's River Festival June 10-11, 2016 11,200 $816,553 DockDogs World Championships November 9-13, 2016 450 $368,292 ■ A look at what's coming up for Fiscal Year 2018: FIREBALL RUN ADVENTURALLY Dubuque is 1 of 7 communities selected for the 2017 season. Fireball Run® is both a live-action adventurally® competition and 26-episode adventure television series distributed byAmazon Prime Instant Video. Filmed in real time over a span of 8 days and 2,000 miles, this series features a trivia pursuit road rally competition. BRANDING The Dubuque CVB will be rebranding marketing efforts forts to match the essence of Dubuque and set Dubuque a part from it's competitors. New branding will roll out in late FY 2017 and over the course of FY 2018. UPPER MIDWEST CONVENTION & VISITORS BUREAU 2017 September 10- 12, 2017 leaders in the toursim industry (CVBs, DMOs, etc.) will come to Dubuque to attend the 20th annual UMCVB conference. This event, hoping to draw about 200 people to the area, first started 20 years ago and will celebrate it's 20th anniversary where it all started. UPCOMING NATIONAL CONFERENCES *Livestock Marketing Association June 4-9, 2018 700 delegates (families involved) Grand River Center & area hotels *National Guernsey Association June 25-30, 2018 350 delegates (families involved) Grand River Center & area hotels National Walnut Council Meeting July 28-August 1, 2018 150-200 delegates *Indicates the conference has never been to Dubuque I .Y . 40 MC 19 p E !M MIA's11, Will IIIII011 ,.�.Am / � � � � � ♦ OR r a ..�S"�"- tv .-.i -b`. Net Income & Expenses July 1, 2017 - June 30, 2018 Dubuque County 25,000.00 Convention Marketing 80,550.00 Grants 55,000.00 Sports Commission 100,000.00 Gift Shop/Welcome Center 28,000.00 Group Tour Marketing 43,200.00 Co-op Programs 57,000.00 Marketing: Media Buys 225,000.00 Bureau Services 74,620.00 Awareness Development 124,000.00 CVB Events 15,000.00 Personnel 626,866.00 Hotel/Motel Tax 11075,917.00 Administrative 46,300.00 Brochure Distribution 16,000.00 Operations 39,500.00 Progressive Dinners 32,000.00 Facilities 49,993.64 Interest 175.00 Depreciation & Interest 29,278.86 Total 1,378,712.00 Total 1,364,688.50 NET 14,023.50 Income July 1, 2017 - June 30, 2018 Dubuque County 25,000.00 7ctual, receive in August IDED 50,000.00 State of Iowa Sports marketing grant DRA 5,000.00 Dubuque Racing Association grant Subtotal 55,000.00 Shop/WelcomeGift Retail Sales 28,000.00 Retail sales at Welcome Center Subtotal 28,000.00 Co-Op Programs Partner Income 32,000.00 Marketing Program Marketing Income 25,000.00 Various ads & website marketing Subtotal 57,000.00 Bureau Services Visitor Guide 6,000.00 Ad sales for Visitor Guide/TH Media America's River Festival 15,000.00 Contract for Services JDIFF 7,500.00 Contract for Services Tri-State Tourism 14,400.00 Contract for Services Riverboat tours 18,720.00 Staff conducts tours in Dubuque & County Sister Cities 13,000.00 Contract for Services Subtotal 74,620.00 Sponsorship 15,000.00 Fireball run sponsorships Subtotal 15,000.00 City of Dubuque Hotel/Motel Tax 1,075,917.00 Actual, 4 quarterly payments Subtotal 11075,917.00 Brochure Distribution Brochure delivery 16,000.00 Brochure distribution for partners Subtotal 16,000.00 Progressive Lunch/Dinner Progressive Lunch/Dinner 32,000.00 Progressive Lunch/Dinner Subtotal 32,000.00 Interest 00 Total Income 1,378,712.00 Expenses: Convention Marketing July 1, 2017 -June 30, 2018 Champion Work in conjunction with locals to bring in the associations Tristate Champion 2,500.00 that belong to Dubuque for their annual conference/mtg/event Bid Process Line item Description Presentation 2,000.00 Travel expenses for recruitment of conventions 28,250.00 Upper Midwest CVB, National Guernsey Association, National Conference for Catechial Leadership, Livestock Marketing Incentives Association, Iowa World China Painters Subtotal 30,250.00 Corporate SDR Lead Generation 4,000.00 Target tap five markets outside our market to determine conventions & meetings for future sales Helmsbriscoe Annual Business 4,000.00 Tradeshow providing appointments and networking with Conference Meeting Planners on a national level; dues & travel expenses Helmsbriscoe Partnership 6,000.00 Enchanced Listing on their site Holiday Showcase 6,500.00 Expenses associated with show; registration, hotel & transportation Des Maines Meeting & Events 2,000.00 Expenses associated with expo Planning Expo Regional Sales Trips 11,000.00 Sales trips to regional communities -to include hosting of lunches/ receptions Subtotal 33,500.00 Associate Marketing MPI 2,800.00 Meeting Planners International dues and sponsorship ISAE 1,000.00 Iowa Society of Association Executives dues and sponsorship Subtotal 3,800.00 Convention Services Line item Description Supplies 1,000.00 Presentations Hospitality 2,500.00 Individual site visits Specialty Items 1,500.00 Promotional Items Subtotal 5,000.00 TOTAL 80,550.00 Expenses: Sports Commission July 1, 2017 - June 30, 2018 Sports Marketing Mississippi Valley Open Tennis July $ 1,000.00 Tennis tournament National Canoe & Kayak August $ 2,500.00 Canoe &Kayak National Tournament Championships Greater Iowa Bolwing Ass August $ 2,500.00 Bowling Event MVRA September $ 2,000.00 Half Marathon, 5K, and Kids Run Dragon Boat Festival September $ 1,500.00 Paddling sport on the Mississippi River Friends of Dubuque County October $ 500.00 Running event Conservation Dubuque SwimmingNov, March, q Hurricanes JUN $ 1,500.00 Acquatic competitions Wendy's Classic December $ 2,000.00 Basketball tournament/clinic Special Olympics January $ 2,500.00 Provides year-round sports training and competition for children and adults with intellectual disabilities Winter Iowa Games January $ 9,000.00 Provide sports and recreation opportunities for all Iowans through Olympic-style festivals, events and programs. 360 Sports Event March $ 2,000.00 Mississippi River Gymnastics Vacation Classic Gaelic Gallop March $ 2,000.00 8K run 12M fun run I kids run Cabela's Master Walleye April $ 18,000.00 Nationally Televised Fishing Tournament Dueling Dogs April $35,000.00 World premier canine aquatics competition Mississippi River High School May $ 1,000.00 Rodeo competition Rodeo Chess in Iowa May $ 2,000.00 Chess competition Grandview Gallop June $ 1,500.00 4 mile road race/walk Run For Troops June $ 1,500.00 Chip Timed Marathon - Misc. events $ 2,600.00 Unplanned or unbudgeted events Dues help offset state lobbying efforts for Sports Commission Team Iowa Membership Dues Yearly $ 5,500.00 Funding NASC Dues Yearly $ 1,400.00 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 NASC Conference April $ 2,500.00 most trusted resource for sports commissions, convention and visitors bureaus (CVBs), and sports event owners. TOTAL 100,000.00 Expenses: Group Tour Marketing July 1, 2017 - June 30, 2018 Group Leader Development Iowa Group Travel Association 750.00 Dues, sponsorship & summer 2017 group tour FAM American Queen Riverboat visits 9,750.00 Attraction & Restaurant Fees Subtotal 10,500.00 Tradeshows American Bus Association (ABA) 3,500.00 Registration, Airfare, Hotel, F&B, taxi, dues Conference Registration, Hotel, Food & Beverage, Trinket for Travel Iowa Marketplace 900.00 giveaway - not candy Midwest Marketplace 1,500.00 Registration NTA 900.00 Dues to organization for membership Heritage Clubs 300.00 Dues to organization for membership MO, NE, IA, KS possibly. Recpetion sponsorship - possibly lunch Sales Blitz 2,600.00 or dinner Subtotal 9,700.00 Progressive Lunch/Dinner Progressive Lunch/Dinner 23,000.00 Expenses related to Lunch/Dinner Subtotal 23,000.00 TOTAL 43,200.00 Expenses: Marketing July 1, 2017 - June 30, 2018 Direct Mail, Outdoor, Radio, Print 225,000.00 Social Media, TV, Online Subtotal 225,000.00 TOTAL 225,000.00 Expenses: Awareness Development July 1, 2017 -June 30, 2018 Shop/WelcomeGift America's River Festival 20,000.00 ARC Partner contribution to event Gift Shop Inventory 20,000.00 items to be sold at Gift Shop Subtotal 20,000.00 Subtotal 20,000.00 Local Awareness Brochure Distribution Travel Federation/Legislative 2,000.00 Annual lobbying day held in January Supplies 1,500.00 Brochure racks &supplies Misc. 2,000.00 unbudgeted items that come up during the year Subtotal 1,500.00 Partner relations 5,000.00 food for committee meetings, staff meetings, partner meetings Tri-State Tourism 2,000.00 Dues and fees for membership in this 3 state organization TOTAL 124,000.00 Subtotal 11,000.00 Development IDMA membership dues 1,500.00 Iowa Destination Marketing Assc. Membership Travel 14,500.00 Gas for CVB van, airline tickets, hotels, rental cars, conferences Tourism Conference 1,500.00 Iowa tourism conference in Sioux City, fees and hotel expenses EITA membership dues 2,000.00 Eastern Iowa Tourism Assc. Annual fees and meeting expenses Upper Midwest conference 1,000.00 Midwest CVB Conference held in September 2017 Staff Development/Training 2,000.00 Seminars, training, etc. Subtotal 22,500.00 • Tourism Week 4,500.00 Annual breakfast and weekly activities to kick off tourism seaso CSI Dubuque 500.00 Hospitality/Inclusive training for frontline employees in the Travel Industry Subtotal 5,000.00 Travel Writers Site Tours & PR Effort 1,000.00 Hotel rooms, meals, attraction fees Subtotal 1,000.00 Retro Rewind &Torque Fest 6,000.00 Auto events Fireball Run Adventurally 35,000.00 expenses realted to Fireball Run Unbudgeted Events 2,000.00 events that occur during the year that were not planned for Subtotal 43,000.00 Expenses: Personnel July 1, 2017 - June 30, 2018 CVB Office Staff 562,181.00 Includes the President & CEO, Vice President of Operations, Vice President of Sales, Director of Marketing, Marketing Asst, Director of Sports + Events, Sales Manager & Brochure Distribution CVB Welcome Center Staff 64,685.00 Includes Guest Services Director, Asst. Welcome Center Manager, & part time Welcome Center Staff Subtotal 626,866.00 TOTAL 626,866.00 Expenses: Administrative, Operations & Facilities July 1, 2017 - June 30, 2018 Administrative Insurance 6,500.00 insurance for the CVB Postage 15,000.00 mailing/shipping for CVB materials Accounting & Legal Services 13,000.00 audit & attorney fees, payroll processing fee Parking 11,800.00 parking ramp, parking validations & mo. Reimbursement Subtotal 46,300.00 Operations Telephone, Telecommunications 13,000.00 monthly phone bills & internet Computer Software/Programs 18,000.00 printer & copier lease, office software, IT block of labor Supplies 8,500.00 office supplies Subtotal 39,500.00 Facilities Welcome Center Rent 31,039.68 includes the yearly increase Storage Space Rent 3,870.00 basement storage 3rd & Main Condo Association 4,083.96 yearly association fees Utilities 5,000.00 utilities for CVB & Welcome Center Office Maintenance 6,000.00 cleaning fees, light bulbs, etc. Subtotal 49,993.64 Depreciation & Interest Expense Depreciation Expense 26,176.00 depreciation Interest Expense 3,102.86 imputed interest from interest free loans Subtotal 29,278.86 TOTAL 165,072.50 fou