Port of Dubuque Marina Annual Report 2016 Copyright 2014
City of Dubuque Action Items # 2.
ITEM TITLE: Port of Dubuque Marina Annual Report 2016
SUMMARY: City Manager transmitting the Port of Dubuque Marina
Annual Report for 2016. Staff will make a short
presentation.
SUGGESTED DISPOSITION: Suggested Disposition: Receive and File; Presentation
ATTACHMENTS:
Description Type
Port of Dubuque Marina 2016 Annual Report-MVM City Manager Memo
Memo
Staff Memo POD Marina Annual Report 2016 Staff Memo
POD Marina Annual Report 2016 Supporting Documentation
THE CITY OF Dubuque
DUB E i"
Masterpiece on the Mississippi 2007.2012.2013
TO: The Honorable Mayor and City Council Members
FROM: Michael C. Van Milligen, City Manager
SUBJECT: Port of Dubuque Marina 2016 Annual Report
DATE: February 13, 2017
Leisure Services Manager Marie Ware recommends City Council approval of the Port of
Dubuque Marina 2016 Annual Report.
I concur with the recommendation and respectfully request Mayor and City Council
approval.
Mic ael C. Van Milligen
MCVM:jh
Attachment
cc: Crenna Brumwell, City Attorney
Cindy Steinhauser, Assistant City Manager
Teri Goodmann, Assistant City Manager
Marie L. Ware, Leisure Services Manager
THE CITY ODubuque
AII-Americ11 a City
DUBi&E r
Masterpiece on the Mississippi 2007-2012-2013
TO: Michael C. Van Milligen, City Manager
FROM: Marie L. Ware, Leisure Services Manager
SUBJECT: Port of Dubuque Marina 2016 Annual Report
DATE: February 15, 2017
INTRODUCTION
The purpose of this memorandum is to provide the Port of Dubuque Marina Annual
Report for the 2016 season and complete fiscal year budget outcomes.
DISCUSSION
The City's fiscal year ends on June 30th of each year, which is in the middle of the
typical boating season. To better show how the marina is progressing, the report
compares the marina performance by boating season. Ben Alden, Facilities Supervisor
and Dan Kroger, Recreation Division Manager have prepared a report comparing the
2016 season (April 23rd through October 31St, 2016) to previous boating seasons. The
budget section of the report is presented by complete fiscal years which the marina has
been open, FY14, FY15 & FY16. The report shares information regarding highlights,
marketing, financials and more.
The City Council on their 2014 — 2016 Management Agenda's Economic and Prosperity
Goal requests a performance report for the Port of Dubuque Marina. Monthly reports
have been shared throughout the season. This report was presented to the Park and
Recreation Commission on February 14th, 2016 and is recommended by the
Commission to the City Council.
ACTION REQUESTED
I respectfully request City Council approval of the Port of Dubuque Marina 2016 Annual
Report.
Prepared by: Ben Alden, Facilities Supervisor
attachment: Port of Dubuque Marina 2016 Annual Report
cc Steve Fehsal, Park Division Manager
Dan Kroger, Recreation Division Manager
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ITY F Dubuque Report Prepared By:
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Marie Ware, Leisure Services Manager
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' Dan Kroger, Rec. Division Manager
Ben Alden, Facilities Supervisor
Masterpiece on the Mississippi 2007.2012.2013 02-06-2017
HIGHLIGHTS
The Port of Dubuque Marina docks and store
opened to the public on April 23rd, 2016, a week
earlier than expected. The marina opened early in
of L1'�'��'� response to boater requests and warm spring
7Y weather. The Ice Harbor flood gates were open at
the start of the season and remained open for
most the year. A brief closing of the flood gates in
�������►a��il!;t�c,1��1t' late August caused the cancellation of slip
� � = g p
` reservations during the Irish Hooley festival in the
Port of Dubuque.
The Port of Marina slips were at 100%
Dubuque occupancy for the Saturday
Marina enjoyed of America's River Festival
a busy start to the boating season during America's River Festival.
The marina docks were at full capacity for the Saturday of the festival, and eighty percent were rented
for that Friday. Advanced reservations for this event are strongly encouraged and customers have
begun reserving slips through the marina online system as soon as the festival line up is announced in
January.
In June two traveling replica Columbus ships,The
Nina and Pinta, returned to Dubuque, docking at the
marina for ten days. The ships are floating museums
open during the day for customers to board and �
explore as a self-guided tour. The arrival of the ships
gives a boost to marina awareness and foot traffic,
bringing customers -
into the
1
I/ convenience store
t q_1 who might
C3 D otherwise not visit
the marina.
` Throughout the summer the Slushy sales increased 170%
can ha\pe Ont tw!) Pokemon Go mobile app populated during the week of the sale
the Port of Dubuque with scores of
digital Pokemon and human trainers
looking to catch them. For one week the marina convenience store ran
a half-price sale on slushies to coincide with the search for Pokemon
characters. Advertising for this sale was done on a chalk board located
1
directly outside the marina store entrance, and through Facebook. The special increased slushy sales by
170%compared to earlier dates in the season. The sale increased awareness of the convenience store,
evidenced by slushy customers continuing to shop in the marina convenience store after the sale ended.
,.- The Port of Dubuque Marina
_ Two days of revenue
_ - continues to have a strong over$5,000
relationship with the local Julien
_. Dubuque Yacht Club (JDYC). The membership of the JDYC is
lop spread across many marinas located in and around
_-- Dubuque. Holding events at the Port of Dubuque Marina
provides a central location where members can come
together. Following the JDYC party in July the marina had
its highest single day of revenue, exceeding$5,000 for the
first time. This revenue mark was surpassed one month
later, on the night of the Third Annual Lighted Boat Parade.
The Chris Craft Commander Club (CCCC) selected the
"Great place to gather with other boaters." Port of Dubuque Marina as host for an annual
rendezvous in July. Boats traveled from the Quad
Cities and local marinas to visit with other club members who traveled by car and stayed in area hotels.
The event brought increased awareness of the marina to
customers in the Quad Cities region, and some of those
w
customers returned to dock again later in the year.
_i
019)
The Third Annual Lighted Boat Parade took place during the r
first weekend of August,with the parade on Saturday night.
The parade theme was A Holiday in August. Members of the •.
Julien Dubuque Yacht Club and other local and visiting boats
filled the Marina
Third Annual Lighted Boat Parade for an event y
overall winner"Santa Fishing" filled weekend.
AV This free
community event featured a bag toss tournament and
a "Rock the Dock" style concert in the evening leading
up to the parade of boats.
The parade leaves from the Port of Dubuque Marina
and continues onto the river, where it was visible from
the Mississippi Riverwalk. The Cable TV department
allowed marina staff to use portable audio equipment
to announce the boats as they passed spectators along
the Riverwalk. Spectators were also encouraged to
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participate in voting for their favorite boat using an -
online form created by the Public Information Office. -`-'
Participating boats continue to get more elaborate as _
expectations and competitiveness increase.
PARTNERSHIPS
Through a partnership with Fever River Outfitters the _
City of Dubuque Leisure Services Department offered
classes and rentals of stand-up paddle boards and kayaks
at the Port of Dubuque Marina. Registration for classes
was advertised in the Leisure Services Summer Activities
Brochure and on social media. 30 people participated in these new water sport classes in the first
summer offered.
Fever River Outfitters also provides bicycles for rent
through the marina store. The convenience of bicycles
,,. allows tourists or guests of The Port of Dubuque
marina explore other parts of Dubuque, or get some
exercise.
The Port of Dubuque Marina continued its partnership
with Swift Water Adventure Tours (SWAT). SWAT river
tours operate a six-passenger high performance rigid-
hull inflatable boat (RIB) out of the Ice Harbor, offering
hour long or specialty tours of the Mississippi river.
The City of Dubuque receives compensation for each
passenger SWAT takes on a tour.
MARKETING The marina has a presence at three regional boat
and travel shows during the off season
• Exhibitor booth at the 291h Annual Iowa
Boat, RV&Vacation Show at the UNI-
Dome
NI-Dome in Cedar Falls, Iowa. -_- _-
• Exhibitor booth at the Dubuque Boat
and RV show at the Grand River
Convention Center February 24-26. .., �-
• Purchased the cover of February issue
of Scuttlebutt boating magazine,
which will be handed out at the La
Crosse Boat Sports,,Travel RV&
Hunting Show and Dubuque boat & RV
show.
3
• Ad placed in Quimby's cruising guide, a print
publication directed at national boat travelers.
• Ad placed in River Events Planner travel guide, a
print publication focusing on the upper Mississippi .
and St. Croix Rivers. a
I.
o Worked with CVB and Public Information
Office to update the City of Dubuque +
information and events page.
• Google Indoor View photos taken of marina '
convenience store and linked to Google search
results.
o Google Indoor View feature embedded
into marina website.
• Google Ad Words campaign started in January to align with 200 Google Ad clicks during
boat show presence. first month of adp lacement
• Website: www.portofdubuquemarina.com updated
throughout the year.
• Marina listing added to www.marinas.com, an online resource ..
for boat travelers. P0RT- 1L.'RL-QL
• City of Dubuque Notify Me email newsletter now has 310 s
subscribers.
• Installed directional signs in the marina identifying goods and
services for sale in the marina store. ,.
• City of Dubuque Public Information Office promotes events ,. ,
and activities through electronic parking ramp signs. --
• Trip Advisor#29 of 62 things to do in Dubuque.
• Ad in July issue of Julien's Journal subscription magazine, print
publication distributed to area hotels and homes.
• Facebook account updated throughout the year:
www.facebook.com/portofdubuguemarinadocks has 11458
friends.
• Facebook page updated throughout the year:
www.facebook.com/portofdubuque has 654 followers.
• Twitter account updated throughout the year:
@PortofDBQMarina has 198 followers.
FUTURE PLANNED MARKETING
• Continue to purchase Google Ad Words through the
summer of 2017. �-
• Print advertisement in March/April and May/June issues of
Big River Magazine.
4
• Partnership with Dubuque Port group to place
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advertisement and information on electronic D�w (-ItOw*—RT,
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kiosks in four hotels in Dubuque, and one in DLJBUC),.UE TRTI SFT
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• Install additional si na a on the marina docks °""""d�" '°`"u""`-'""``"':'':"
•yr••c..D a•roa w D•wu,•�a on•! ,.�..
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to help make customers aware of products °- DubuquePortcomt a� —n
available for sale in the convenience store.
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• Print advertisement in local newspapers,
magazines and advertiser circulators
highlighting new events and products as they
become available.
• Facebook and Twitter postings to promote sales, specials and events taking place in the marina.
• Monthly email newsletter sent to Notify Me subscribers.
SURVEY RESPONSES 82% of customers would recommend the
At the end of the boating season a ten- marina to a friend, compared to the
question customer survey was sent to 533 industry global benchmark of 38%
guests who had stayed at the marina during
the last two years. The survey was also made available through the marina Facebook and Twitter pages.
The survey received 158 total responses, a 30% response rate. The survey results reflect the positive
economic impact the marina has on the City of Dubuque and area businesses.
30%
Did you visit any of these Port of Dubuque businesses while docked at the marina? response
rate for end
of season
Marina Guests Visiting Port of Dubuque Businesses customer
Other
i survey
N Winery
a�
•N Restaurant
m
Casino
25%of marina
Q Waterpark
guests stayed at
Museum WMII*&- oil
an area hotel
0.0% 20.0% 40.0% 60.0% 80.0% 100.0% while docked at
Percent of Guests the marina
5
Did you visit any downtown Dubuque retail businesses or attractions while docked at the marina?
Marina guests visiting Downtown Dubuque Businesses
e�
Dir
t
84%of guests
e
visit 2 or more
bars or m �e� �e�
,11
restaurants .�o� �.°� •�o�
while docked
at the marina
.0z,
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0%
Percent of Guests
"We heard so many good things about "We used the Marina for a long
this marina—as a very experienced weekend,we usually trailer our boat,
boater staying at many marinas,all of but is a very nice area when you have
them are true about this marina." company and don't want to take the
time to put your boat in and out."
MARINA STORE
The Port of Dubuque Marina convenience store continues
to adjust items available for resale to fit the needs of its
customers. This year the marina expanded the color
selection of t-shirts,tank tops and sweatshirts available for
-� purchase. Boaters and visitors enjoyed the selection of
b
colors and prints and were eager to take home a souvenir
r - from the Port of Dubuque.
The marina store began "Without a doubt the
retailing souvenirs best marina on the
previously available only at
upper Mississippi.
the CVB's Welcome Center. Travelers on the large excursion boats which Thanks for building it."
dock in the Port of Dubuque have a limited amount of shore time in each
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port they visit. The closeness of the marina store to the "Transient boat going up&down
docking area gave these travelers looking for a Dubuque Mississippi,great intro to Dubuque."
souvenir just what they were looking for,without the barrier
of having to travel into downtown.
Total Marina Store Revenue by Season
$40,000 —
$35,000 —
$30,000 —
�, $25,000 —
`�o $20,000 Marina store sales
$15,000 totaled $36,120 in
$10,000
2016, an increase
$5,000
$0 of 21% from 2015
2013 2014 2015 2016
Total Store
Revenue $13,157 $20,062 $29,788 $36,120
DOCKAGE
The quality of the Port of Dubuque Marina docks always impress customers during their stay. Everyone
who comes to the Port of Dubuque calls it the nicest marina on the Mississippi.
Last summer's mid-season promotion of the buy one,get one 3-hour weekend dockage continued into
the 2016 season. This was done to encourage the local boating community to use the facility and
support surrounding businesses in the Port of Dubuque.
Overnight Reservations by Season
800 - dr
700 Dockage revenue
600 - totaled $24,328
500
Ln during the 2016
un 400
0 300 season
z L
200
100
0
2013 2014 2015 2016
Reservations 440 440 671 738
7
FUEL "love t h e
convenience of
The ease of access, secure location and convenient pump-out system has made the gas dock being
the Port of Dubuque Marina fuel dock an attractive place to purchase fuel. in a no wake area
without current."
Total Fuel Sales by Season
$140,000
$120,000
$100,000
N
$80,000 Diesel fuel accounted
-
o $60,000 _ for 20%of fuel sales
$40,000 -
$20,000 -
$0
2013 2014 2015 2016
Ewo Total Fuel Sales $62,643 $78,892 $115,354 $130,162
T T
Fuel sales totaled $130,162 in the 2016 season, an increase of 13% from 2015
FINANCIALS
The chart shows the ending financial figures for complete fiscal years the marina has been open; FY14,
FY15 and FY16. Fiscal year 17 will end on June 30th, 2017, allowing for two more months of revenue and
five more months of expense in the current fiscal year. Looking at financial data from the same five
month period, February through June of 2016,the marina is projected to end fiscal year 17 at a lower
net loss than in previous fiscal years. Projections are made based on last year's revenue and expense
totals, and could fluctuate dependent on river level and weather effecting marina use.
Change in Net Loss by Fiscal Year
$200,000 42%
83,284
$150,000 $152,055 Reduction in
o Tax Support
J $100,000 $106,522
a) from FY 2014
z
$50,000 to FY 2016
FY 14 FY 15 FY 16
Loss by Fiscal Year(Revenue-Expense)
8
GOALS FOR 2017
1. Increase awareness of the Port of Dubuque Marina convenience store and the items available
for sale through increased signage and in the Port area.
2. Install bulletin/message boards at City boat ramps to promote the Marina and provide
information on river travel.
3. Increase awareness of the Port of Dubuque
Marina convenience store and the items
available for sale through increased - , --
marketing to area businesses.
4. Promote the Port of Dubuque Marina ' r
facility as a space not only reserved for
boaters.
5. Continue to build the business to become
more self-sustaining each day.
6. Provide Wi-Fi to guests visiting the marina,
the most requested improvement from
customers staying at the marina.
7. Offer a punch card or season pass for 3-
hour docking.
8. Introduce new food items for purchase in the marina convenience store. Included in the fiscal
year 2018 budget is a request to purchase an ice cream dipper cabinet. If approved by City
Council the marina convenience store will start offering scooped ice cream in July, 2017.
Scooped ice cream is the most requested item from marina store customers.
STAFFING
There are four seasonal staff budgeted for the operation of the marina and one full time facility
supervisor. To properly cover the marina convenience store and docks during regular business days,
two staff members work during each shift. Whenever possible, Marina staff is cross-trained to work at
both the marina store and on the docks. The Facility Supervisor covers shifts as needed,or if the
operation is exceptionally busy.
Staff for the 2016 season offered concierge level service to
"We love staying at your place!Very
visiting boaters and the public. Seasonal staff is not only
clean facility and friendly staff.Also,
responsible for providing excellent hospitality to customers, because it is an easy walk to nearby
but for also maintaining the cleanliness of the boater and
attractions and into downtown.
public facilities. Partnerships with neighboring businesses in
Can't wait for next summer!"
the Port of Dubuque such as the Diamond Jo Casino and the
Grand Harbor Resort helped staff provide customers with
nearby specials and deals.
9
HISTORY
The Port of Dubuque Marina is owned and operated by the City of Dubuque, Iowa. It is located on the
Mississippi River, in what is historically known as the Dubuque Ice Harbor. When entering the marina by
boat, one passes through the U.S. Senator John C. Culver Floodwall. The gates of the flood wall act as
the entrance to the marina, making it secure from river current. In the event of high water on the river,
which could cause flooding (most common in the spring), the flood gates are closed,and all boat traffic
into and out of the marina stops. The closing of the flood gates prevents fuel sales and slip rentals,
however the convenience store remains open for business.
The Port of Dubuque Marina opened to the public in June of 2013. The marina includes seventy-eight
slips with water and electrical hook-ups,a fuel dock with sanitary pump out, a marina convenience
store, a private shower and laundry suite and public restrooms. The seventy-eight slips vary in length
from thirty feet to fifty feet, and can accommodate boats of up to one hundred feet in overall length.
The marina convenience store offers items such as ice,drinks, snacks, ice cream, health and beauty aids,
boating supplies, apparel and food. The marina convenience store is open for both boaters and visitors
to the Port of Dubuque area. Along with offering products, the store and staff provide tourist
information and guest services to visitors of the Port of Dubuque.
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