Dubuque Area Chamber of Commerce Convention and Visitors Bureau_Quarterly Report~_ --
CONVENTION ~ VISITORS BUREAU
May 2009 ~ Quarterly Report
From: Keith Rahe ~ Convention & Visitors Bureau Director
Re: Convention and Visitors Bureau ~ Quarterly Report
Date: May 2009
i i and State C~anventio ~ C Dubuque
Heritage Club Internatior7a( Peer G~ rt ~ Meeting: March 23-27,209 9
Heritage Ctub is a group of prestigious bank club travel planners who come together each year to talk about travel,
customers concerns, trends in the industry and more. During annual the convention, delegates have an
opportunity network and attend education sessions as welt as visit the community that they are in. Over 225
delegates from 20 States will be in attendance at the convention held at the Hotel Julien Dubuque.
National Association of Rural Mental Health: June 2011
The National Association of Rural Mental Health is a professional organization that serves the field of rural mental
health. Their membership includes the entire spectrum of the rural mental health community: consumers, family
members, practitioners, administrators, educators, researchers and policy makers. This convention will be held at
the Grand River Center and looks to bring in 200 delegates.
iowa League of Cities: September 25-27, 2013
The Iowa League of Cities represents more than 870 of the 947 cities in Iowa. City populations range from quite
small (Beaconsfiled population 11) to quite large (Des Moines population 198,652. They serve as the unified voice
of cities, providing advocacy, training and guidance to strengthen Iowa's communities. This convention was last in
Dubuque in September 2007. They will be returning to the Grand River Center with close to 900 delegates.
Natior~a( Holstein Convention: June 2~9-25, 2094
Holstein Association USA provides products and services to dairy producers to enhance genetics and improve
profitability -ranging from registry processing to identification programs to consulting services. The Association
maintains the records for Registered Holsteins and represents more than 30,000 members throughout the United
States. This convention will bring over 1200 delegates to the Grand River Center.
Dubuque Regional Sports Commission
Dubuque Regional Sports Commission receives grant from State of Iowa
The Dubuque Regional Sports Commission received a $50,000 grant from the State of Iowa. This funding helped to
support 16 community events that had an economic impact of over $16 million to Dubuque.
tISA Archery targeted Dubuque as its host cornrnunity Janczary 1-4, 2C~t39
The USA Archery World Indoor Team Trials will took place at the Chlapaty Recreation Ee Wellness Center on the
University of Dubuque Campus January 2-4, 2009. The event brought competitors from all over the United States
to compete. This was the first time this event was in Dubuque. The event brought in an estimated economic
impact to the community of $325,000.
Patty Reppenhagen, a mother of a competitor from Grand Blanc, MI commented, "We had a great time in the City
of Dubuque. The area was pretty in spite of the bad weather! Thank you for the time and effort put into setting up
the tournament."
fawa State tvtens bawtirr~ Tournament Ralts rata C?ubuque
The Iowa State Men's Bowling Tournament took place February 7, 2009 and ran each weekend through May 17,
2009. This was the first time since 1999 that the community of Dubuque has hosted the event. An estimated
10,000 participants and family members will travel to Dubuque to take part in the tournament hosted by Creslanes
and Bowling and Beyond. This event will bring an economic impact of over $5 million to the Dubuque region!
Hurster Cup Returns to t~ubuque
Making its second appearance in Dubuque, the Hurster Cup Hockey tournament took place March 20-22, 2009 at
the Five Flags Center. The tournament brought four regional hockey teams together to compete for the Hurster
cup. Congrats to the Dubuque Thunderbirds for winning the tournament! The Sports Commission first helped to
attract this tournament in 2008. The event brought 120 participants, an estimated 3,000 spectators and an
economic impact of $656,000.
20116 Qtyrrrpic Task farce
Chicago is one of four communities that have the opportunity to be the host of the 2016 Olympics. In an effort to
be prepared and make sure that Dubuque can be a part of this historic event, the CVB has developed a Task Force.
This committee brings together all aspects of the community (colleges, newspapers, radio, attractions etc) to put
together all our community can offer to teams competing. The announcement of the site of the 2016 Olympics will
be made in October of 2009.
C~rrrverttic~n l~rsitors Bureau events
American Bus Assaciation(ABA): Charlotte, PfC Januar~r 7-9, 2C1Q9
Keith Rahe, Director of the Dubuque Convention tt Visitors Bureau attended the American Bus Association (ABA)
Convention in Charlotte, NC on January 7-9, 2009. This annual event brings group tour planners from across the
United States together to learn about destinations, attractions and restaurants. Rahe met with over 25 planners to
encourage them to visit Dubuque on their next trip.
~ar~k Travel hlarketptace: Little Rack, AR i'ebruary 19-21, 2f1(19
Julie Kronlage attended the Bank Travel Marketplace in Little Rock, AR to recruit Bank Travel Planner to bring
their groups to Dubuque. Throughout the three day convention, Kronlage met with over 45 bank travel planners to
educate them on the endless possibilities the Dubuque region can offer to their travelers.
flerita~e Ctub lnter-natianat Peer Graup: t.afayette, LA march 18-22, 2Q~9
In an effort to start promoting Dubuque as the host of the 2011 Heritage Club International Convention, the
Dubuque CVB partnered with the Hotel Julien and represented the community at this show. During the show, over
100 planners and exhibitors learned about all the Dubuque community can offer to group travelers.
Affordable ~ . ~,s: Chicaga Aprif 1-2, ZQQ9
On April 1-2, CVB staff members Julie Kronlage and Katie Simmons along with Sue Moran of the Grand River Center
tt Lori Bahl of the Diamond Jo Casino, attended Affordable Meetings at Navy Pier in Chicago. This event brought
over 800 convention planners out to learn about exciting locations that could host their upcoming meeting. Leads
were qualified and information on the community was sent.
Tour tawa Showcase: Hoffr°nan L"states April 2, 2Q(l~
On April 2, Julie Kronlage attended the Tour Iowa Showcase at the Marriott at Hoffman Estates. This event brought
over 20 entities in Iowa together to promote Iowa as a destination to group travel planners from Chicagoland,
southern Wisconsin and northern Indiana. The Tour Iowa Showcase is held every other year in a surrounding State
with the goal of bringing Iowa to their front door.
051: f~ubugcre -Anew Custamer Service Pra,~ram
The CVB will be hosting a complimentary Hospitality Breakfast for hospitality industry members to help celebration
Tourism Month on Thursday, may 14`h at the Hotel Julien Dubuque. CVB will be unveiling their new training
concept for frontline employees, CSI: Dubuque. Partnering with the CVB is the Telegraph Herald.
~. ~ e.. t .. _ _ _.._ - - - -
Tri-State Tourism is an organization that works to bring in visitors to experience and explore Southwest Wisconsin,
Northwest Illinois and Eastern Iowa. For the second year, the group has sponsored a conference to educate the
tourism industry. This year it was held at the Governor Dodge Convention Center in Platteville. The Dubuque CVB
sponsored and attended the event to learn about tourism trends and new ways to market to travelers.
Trave( Federatian of laws
Keith Rahe, Director and Julie Kronlage, Director of Sales represented Dubuque as District Leaders for the Travel
Federation. Together they lobbied with other leaders throughout the State of Iowa to our legislators on the
importance of tourism funding. The CVB also attended the Travel Federation of Iowa Legislative Showcase event
on February 3 at the Iowa State Fairgrounds to promote the accomplishments in the community of Dubuque to
thank legislators for their support of tourism in Dubuque County and in the State of Iowa.
taws .~aciety of Association Executives
This Association works to bring business to communities from associations located throughout the State. The CVB
again was a Bronze Sponsor of this event and had the opportunity to showcase the community of Dubuque at its
meeting in March. The CVB works hard each year to bring in new convention from this association to Dubuque
taws Gr~aup 7 rave( Association
The Iowa Group Travel Association is the only association solely devoted to promoting group travel in the State of
Iowa. The CVB is partnering with this association to advertise on their website. CVB staff member, Julie Kronlage
serves as Past President of the association.
Eastern Iowa Taurism Associatian
The Eastern Iowa Tourism Association represents the Eastern most 28 counties in the State of Iowa. CVB Staff
attends meetings regularly. Julie Kronaage serves as President of this association for FY'2009.
lava f~eetings Assaciatian
The goal of the Iowa Meetings Association is to promote Iowa as a place for conventions and meetings to take
place. Keith Rahe, Director, currently serves as the President of this association for FY'2009.
Hametawn l'{ero: L?ubuque businesses promoting business in ..
Hometown Hero is a campaign designed to work with local business professionals to bring in associations they
belong to, to Dubuque for convention. In December a day of thanks was held through Christmas Caroling to those
local "heros" who helped to bring in business. Through direct mail and personal phone calls, CVB staff continues to
work with the community to drum up convention business.
C~n~~r~nces Carw~ntions frafarr~ssat:~.
Conferences that Chose Dubuque
March 15-16, 2009 ~ Iowa Bed & Breakfast Guild ~ 100
May 23-25, 2009 ~ Crown Victoria Association ~ 80
July 6-9, 2009 ~ Geneva State Bank ~ 50
September 27-30, 2009 ~ Mid-America Bowlfest ~ 225
March 2010 ~ Red Hat Ladies, Wisconsin Chapter ~ 175
April 2010 ~ District 5790 Rotary ~ 200
October 2010 ~ Mid-TESOL ~ 200
March 23-27, 2011 ~ Heritage Club International Peer Group Meeting ~ 225
April 2011 ~ Iowa Geographic Information Council ~ 200
July 2011 ~ National Association of Rural Mental Health ~ 200
September 25-27, 2013 ~ Iowa League of Cities ~ 900
June 2014 I National Holstein Convention (1200
Conference Bids in Process
Three Rivers, Three States Convention ~ March 2010 ~ 100
Porche Antique Car Club ~ September 2010 ~ 200-250
Association of Business tt Industry ~ July 2011 ~ 800
Iowa Newspapers Association ~ February 2015 ~ 650
National Association of Insurance Ft Financial Advisors of Iowa 12010 or 2011 ~ 200
CSA Gymnastics ~ February 12-14, 2010 ~ 400-500
North American Elk Breeders Association ~ July 2010 ~ 200-250
American Legion ~ July 2011 ~ 600-700
Conference Bids Lost
Nature Conservancy ~ June 4-5, 2009 (50
National Environmental Health Regional Meeting ~ September 2009 ~ 300
TIA ESTO ~ August 2009 ~ 400
Iowa Pharmacy Association ~ June 2010 ~ 175-200
Iowa Recycling Association ~ October 2010 ~ 350
Iowa Commission on Volunteer Service ~ October 2010 ~ 450
Iowa Downtown Summit ~ August 2010 or 2011 ~ 275
ASAS / ADSA Midwest Regional Meeting ~ 2011-2013 ~ 1,000
.' .feral
These tools are created to serve the 1.6 million visitors that travel to Dubuque each year.
Visitor Guide: 150,000 copies of the 2009 Visitors Guide have been published and were premiered on
January 15th at the Forecast Luncheon in connection with the Hospitality Award Winner presentation.
This 68 page four color glossy guide features sections based on themed areas of interest for the visitors
ease of use.
Calendar of Events: The 2009 Spring/Summer Dubuque Area Calendar of Events has been published.
30,000 brochures are available in the Welcome Center and in brochure racks around the community.
City of Dubuque Map: The Chamber is producing a City Map of Dubuque for 2009. This 24" x 36" map
folds to 4" x 9". it includes advertising by numerous members.
° ` °~lacement
These ads have been placed for the Spring Tourism Season.
Television in Chicago tt Minneapolis: In partnership with the State of Iowa, the Dubuque CVB was
featured in television ads in the Chicago and Minneapolis Markets for six weeks this Spring. From April
20th -May 24t". 509 leads have already been received via the State Tourism Office.
WGN Radio: The Dubuque CVB received an Out-of-State Marketing Grant from the State of Iowa for a
radio campaign that ran April 20 -May 9, 2009 on WGN Radio in the Chicago Market.
Cedar Rapids Radio Campaign in Partnership with the National Mississippi River Museum ~ Aquarium:
The Dubuque CVB and the NMRMA collaborated in the application of a Vision Iowa Marketing Grant.
$10,000 was received from the State of Iowa for this radio campaign running May 25 -July 19 in the Cedar
Rapids metro area.
Better Homes and Gardens: In partnership with the state of Iowa, the Dubuque CVB has an ad in the
April 2009 issue of Better Homes and Gardens. To date it has provided 1388 firm leads with more arriving
weekly.
Ladies' Home Journal: In partnership with the state of Iowa, the Dubuque CVB has an ad in the April
2009 issue of Ladies Home Journal. To date it has provided 599 firm leads with more arriving weekly.
Family Circle: In partnership with the state of Iowa, the Dubuque CVB has an ad in the April 2009 issue of
Family Circle. To date it has provided 915 firm leads with more arriving weekly.
Midwest Living: In partnership with the state of Iowa, the Dubuque CVB has an ad in the May/June 2009
issue of Midwest Living. Annually, this is our single greatest source of leads. With the issue just hitting
mailboxes and newsstands, we have already received 210 firm leads.
River Events Planner: To promote the current transient boat docks and the upcoming build of the full-
service transient marina, an full page color ad wilt run in the inside cover of the River Events Planner
which is a guide to river towns and services along the upper Mississippi River.
Midwest Destination Guide: This high quality four color magazine style guide includes two pages of
advertising from Dubuque and two pages of editorial on Dubuque and Iowa. 100,000 copies of this tab
piece are distributed via the Chicago Sun Times semi-annually.
Billboards: The Dubuque CVB continues to market via five billboards: Hwy 20 at Rockford, Hwy 20 at
Freeport, Hwy 20 at Stockton, US 61 North of Maquoketa and US 151 Dodgeville. These billboards wilt be
updated with a fresh design this summer.
Editorial
Dubuque has been featured in a number of articles recently:
® WNO-ABC Rockford
WTVO-ABC out of Rockford is scheduled to be in Dubuque on Thursday, May 14`h to interview Keith Rahe
and others on the importance and impact of gaming on the tourism industry.
® Ocean Life Magazine
On May 5, 2009, the Dubuque CVB co-hosted with the State of Iowa Tourism Office the editor and
photographer of Ocean Life Magazine, a Japanese Publication. They were visiting towns across Iowa.
® Milwaukee Journal Sentinel
April 17, 2009
Life on the Mississippi
® Midwest Living `Best of the Midwest'
April 2009
Midwest Living's `Best of the Midwest' issue is the elite publication to get selected for. Dubuque was
selected as one of only three cities in Iowa to be featured. The two page spread on Dubuque was the
most prominent of all Dubuque communities. This is amazing exposure! It featured a half page color
photo of the Riverwalk with the Spirit of Dubuque in the background submitted by the CVB.
® Meetings Mid America
January/February 2009
3 page article on Eastern Iowa and despite historic flooding, we are open for business.
14 column inches and 2 photos of Dubuque
® Going On Faith ( National newspaper for faith-based travel planners
January 2009
A two page article "The Great River Road"
6 column inches on the National Mississippi River Museum ~ Aquarium & two photos of the River Museum.
® Destinations ~ A national motorcoach publication
December 2008
Included a paragraph on the Diamond Jo Casino.
® Travel Passages
We met with Dean Klinkenberg, the author of Travel Passages, a book featuring river towns up and down
the Mississippi.
® CR Gazette
Provided photography for the CR Gazette's Explore Eastern Iowa Magazine.
Cocsp Advertising
There are several opportunities for Coop Advertising that members are currently signing up for:
Des Moines Register: Dubuque Area Summer Festival and Attractions will be highlighted in the May 17,
June 14 and Juty 12`h issues. Sunday full state circulation is 581,000.
Travel Package Postcard Program: 40,000 postcards are direct mailed to individuals who have
specifically requested information on the Dubuque area. 5,000 postcards for each of the eight themes
will be mailed. The themes are: Casino, Art It Culture, Ski, Romantic, Golf, Family Fun, Nature Tourism,
and Wine. Visitors are then directed to www/traveldubuque.com/visit/travelpackages where they can
direct link to participant's website.
Midwest Destination Guide: With 100,000 copies of the Spring edition distributed via the Chicago Sun
Times, members are preparing for the Fall 2009 edition to be released October 16, 2009.
America's River Festival
In preparation for the America's River Festival, amulti-media marketing campaign has been developed. The first
flight of advertising began on April 9`h in conjuction with the launch of ticket sales to Creedence Clearwater
Revisited. The second flight of advertising occurs in early June. The festival is promoted on KWWL, Telegraph
Herald, Cascade Pioneer, Dyersville Commercial, Platteville Gazette, a billboard in Dyersville, KGRR 97.3, KATFM
92.9, KXGE-FM 102.3, WDBQ-FM 107.5, WMT Radio, KKRQ-FM 100.7, KMAQ 95.1, KDST 99.3, KMCH 94.7, Queen B
Radio, digital billboards and on facebook.
The America's River Festival has numerous on air interviews for both radio and television scheduled for June.
A vast array of collateral pieces have been prepared for the festival including brochure, web-site, print ads, radio
commercials, television commercials, site banners Ft signage, posters, billboards and displays.
Launched in December, this monthly television program produced in partnership with Mediacom is hosted by Molly
Grover and Kevin Lynch and produced by Kelley Schierl. it airs on Mediacom channel 15 at lam, 10am, 4pm a* 8pm
daily. It also airs state-wide on Mediacom 22. The show is delivered to nearly one million households in more than
300 Iowa communities. The show features live, work & play quality of life segments around monthly themes:
- December I `Your Home for the Holidays'
- January/February I `Feed Your Winter Soul'
- March I `Green!'
- April I `Young Professionals'
- May I `Spring in Dubuque'
These tourism related businesses and organizations have already been featured: Five Flags, Symphony, Younkers,
Borders, Kaladis 925 Coffee Bar, Cafe Manna Java, 180 Main, Star Restaurant, Cookin' Something Up, Stone Cliff
Winery, Diamond Jo, City of Dubuque [sustainability], Monk's Coffee Bar, National Mississippi River Museum ft
Aquarium, River Lights Book Store, Free Flight, Gotta Have It and Sugar Rays BBQ.
T€~uriss~ Unity Day in D° ; ~, °~~
Kelley Schierl spoke on a panel at the April 24 Tourism Unity Day hosted by the Iowa Department of Tourism. It is
a day that tourism officials from across Iowa gather to kick-off the tourism season. The panel spoke on successful
low cost high value promotions. The Dubuque CVB was honored with the Technical Marketing Award for the Travel
Package Postcard ~ Web-Site program and was invited to share this program.
_.~ ~risi Ca
Mission Creative is the agency on record representing the Dubuque Convention Ee Visitors Bureau. We have
solidified the planning £~ budgeting phases with Mission Creative for the fiscal 2009-2010 year. This marketing plan
would focus on consumer, group tour >t convention advertising through billboard, magazine, newspaper, radio,
e. blasts and direct mail.
Packages and opportunities were developed and have been presented to potential investors. The Hotel Julien
Dubuque and Dyersville are partners in the campaign. The CVB staff continues to pursue investors at the $10k,
$25k tt $50k level. GGMI [Greater Galena Marketing Initiative] is also very interested in collaborating. As the
partnership agreements are solidified, the schedule and creative is being developed around the participants that
are investing with the CVB.
The campaign begins June 1St and will feature a wonderful new look including a new logo and a wonderful set of
`reinvent' taglines.
There are three tag lines for the campaign based on the three target market segments:
Vacations Reinvented.
Conventions Reinvented.
Tours Reinvented.
The campaign is very vivid through gorgeous photography and impactful slogans. Examples:
Rivertown Reinvented.
3 Day Weekend Reinvented.
Sunday Drive Reinvented.
Museum Reinvented.
Breakout Session Reinvented.
Hospitality Reinvented.
Rush Hour Reinvented.
Atmosphere Reinvented.
Side Trips Reinvented.