Convention & Visitors BureauJanuary 14, 2003
Mayor Terry Duggan
City Council Members
City of Dubuque
17 and Main
Dubuque, IA 52001
Dear Mayor and Council Members,
The Dubuque Area Chamber of Commerce Convention and Visitors Bureau is submitting
the revisions to our 3 year plan and the budget for FY2003-04 prior to our work session
scheduled for Monday, January 20, 2003. Theie docm:aents were unanimously approved
at the Convention and Visitors Bureau Advisor.~ Board meeting on January 9, 2003. A
list of these board members and their positions is attached for your review.
This budget reflects the Convention and Visitors Bureau request of 50% of the
hotel/motel tax and the special request for $500,000 for the launch of the America's River
marketing campaign. The America's River partners are also in support of this additional
request.
Thank you for your ongoing support of the tourism industry and the critical need to
promote our $188 million dollar investment in Dubuque's future.
Sincerely,
Steward Sandstrom
President and CEO
300/VL~tN STREET SUITE 200 P.O. BOX 705 DUBUQUE, IA 52oo4-o7o5 (563)557-92oo (563)557-I59I
]~-MA1L: INI~O~TRAVELDUBUQIJE.COM '~tEB SITE: WwW. TRAvELDUBUQUE.COM
Advisory Board Structure
Committee Chairs: 2 year terms
Chair:
America's River Marketing:
Festivals Committee:
Group Sales Committee:
Marketing Committee:
Public Relations Committee:
Jobrn Tallent
Cindy Steinhauser
Mike Ironside
Sue Moran
Katie Krieg
Valorie Woerdehoff
· Board members: Permanent Organizational Representation
Education and Community Development: ' Wendy Wheelock
City Council:
City Staff
CountySupervisor
Dubuque Area Chamber of Commerce:
Dyersville Chamber of Commerce
Dubuque Racing Association Representative:
Dubuque County Historial Society:
Dubuque County Fair Grounds:
Dubuque Main Street LTD:
Dubuque Lodging Full Service Representative:
Dubuque Lodging Economy Representative:
Attraction Representative:
Restaurant Representative:
At-Large members
Staff Stu{
Director- Sue Czeshinski
Marketing Manager - Amy Link
Regional Sales Manager - Anne Heiar
Local Sales Manager - Sarah Murphy
Welcome Center Manager - Kaye Rurming
1: Dan Nicholson
2. Joyce Cormors
Susan Gwiasda
Jim Waller
1. Dan Kruse
2. Cathy Giese
Deanna Ploessl
Bruce Wentworth
Jeff Holmes
Shannon Lundgren
Dan Lo Bianco
Paula Lange
Jan/ce Woodward
Lori Bahi
Tim Heiar
Rod Tokheim
Dennis Houlihan
ture
CONVENTION AND V~SITORS BOARD
3-YEAR PLAN REVISIONS
The first changes are from the goal: Develop and implemenI a marketing and public relations campaign that
features America's River and positions the Dubuque Area as a recreational, scenic, and historical getaway for
multi-day travelers.
Objective A
Strategy 1: Target group leaders and tour
operators in IA, IL, WI and MN
featuring America's River
Strategy 2: Develop group services to
package everything the area offers
Strategy 3: Redevelop past business
Strategy 4: Provide group leaders and tour
operators with promotional items
Strategy 5: Monitoring industry trends
Objective B
Develop leisure business to increase
in visitor spending to Dubuque by
targeting individual travelers in
Chicago, Milwaukee, and Des Moines
UPDATE
ategy I: Targb:t ~mup leaders and:tour
featuring Ame:riCab Rives
Objective B
Strategy 3: Attend Travel Shows in Chicago
and Milwaukee - 200112002
Strategy 4: Maintain website information to
allow access to visitor information
24 hours a day
Strategy 7: Assist visitors at year round Iowa
Welcome Center
CONVENTION AND VISITORS BOARD
3-YEAR PLAN IIEVISIONS
The below Objective C is from the goal: Direct sales and r~arkefing initiatives, targeting groups over 200
delegates, to generate 5,000 meeting, conference and conve~ntion room nights annually
ORIGINAL UPDATE
Objective C
Strategy 2: Aggressively market to national,
state and regional conventions
in the 400+ delegate range
The below Objective B is part of the goal on increasing
Objective B
Implement the final phases of a new
wayfinding system for Dubuque
Strategy 1: Obtain IDOT clearance for signage
program to proceed - summer 2001
Strategy 2: Hold stakeholders meeting to
review comprehensive draft plan
and distdct sign concepts - Fall 2001
Strategy 3: Implement final design and
installation of signs in cooperation
with the City of Dubuque - Spring-Fall
2002
regional, national and international awareness
Convention and Visitors Bureau Budget Changes for FY03-04
Income
Co-op Income
Co-op income has been increased to reflect the marketing of America's River.
Gift Shop
Income has been increased slightly to reflect increased sales.
City ofDubuque
Hotel/Motel Tax increased slightly over the prior ye
America's River Marketing dollars have been reque
elements of the America's River proj eot. Additional
advertising in major metro markets and provide add
services for the new conference center.
Dubuque County
Additional dollars have been requested of Dubuque
America's River for county wide promotion. Dollar
campaign and represent the county as part of the ex
Expenses
Convention Marketing
~ted to launch the campaign to promote the
dollars will be used by the Bureau to place
[tional staffing for convention sales and
County to assist in the marketing of
; will be used to place the promotional
anded campaign.
Association Marketing
Dollars have been taken out of the lead dew
under advertising. These dollars have been'
the past and are only being moved to the co
Bid Process
Presentations have been adjusted to a more
expenses.
Promotional Tools
Direct Mall and Ad placements have been ~
Convention Services
Increases are needed to take care of supplie
incoming meetings this year.
:lopment line and moved to Promotional tools
tsed for advertising in meeting publications in
rect line item.
accurate amount based on this year's
dded or moved to this portion of the budget.
, and commitments made by the CVB to the
Hometown Hero
Dollars have been adjusted to reflect a more accurate mount spent on this program.
Group Tour Marketing
Group Development
Dollars have been added to advertise in group tour publications that have expressed
interest in featuring Dubuque.
Direct Mail has been added to help introduce
Independent Traveler Marketing
Publications
America's River brochure as a response to in
and distributed.
Media Buys
A coop advertising program will be a part of
allow for larger buys in scheduled media pla
expended on behalf of member advertisers.
Media Buys and Fees
This reflects all dollars spent on the consum
campaign and the agency fees associated wi'
800 phone expenses have been increased to i
campaign.
Ad Creation is included in the media buys
Chamber Welcome Center
Gift Shop expenses have been increased to
Awareness Development
Travel Writers
Media Kits have been budgeted for as part (
The Destination Dubuque newsletter has be
maintained with a more targeted approach..
added.
the America 's River project.
uiries from the campaign will be printed
the America 'S River Campaign and will
:aments. Dollars will be taken in and
portion of the expanded America's River
the recommended campaign.
~andle additional inquiries from the
:ction of the campaign.
effect a more accurate amount.
fthe campaign.
m eliminated. Clipping service has been
kgency Public Relations Services have been
Hospitality
Local Awareness programming dollars for a ~pring awareness campaign have be,en
maintained but the sponsor income and expe~e has been deleted. It can be addea if there
is an opportunity for programming that requi: 'es sponsors.
Local Awareness
Dollars have been added to meet increased n,
funding.
PR Efforts
Grand Excursion dollars have been added as
Marketing Committee's initial effort.
Personnel
Office Staff
It is recommended that we add $$0,000 to t~
Manager, a full-time position to the Bureau
retain existing full-time staff members.
Support Services
An additional $10,000 has been added to co
fulfillment of the America's River Marketin
~ed to be in Des Moines promoting tourism
start up money for both the Celebrate and
e budget and add a Sales and Services
',taff and for salary adjustments to be made to
zer the cost of increased postage for the
effort.
INCOME
FY 2002-2003
Bureau Services:
Visitors Guide
Show Co-ops
Calendar of Event
Hospitality
Retail Sales:
Maps
Video Sales
Gift Shop
Co-op Programs
Grants:
E1TA
State
City of Dubuque
Dubuque County
TOTAL INCOME
Dubuque Convention and Vi
FY 2003/2004 Bu~
12,000.00
11,800.00
4,000.00
10,000.00
37,800.00
3,000.00
500.00
12,000.00
15,500.00
30,000.00
2,000.00
2,000.00
475,562.00
25,000.00
$585,862.00
sitors Bureau
get
FY 2003-2004
Bureau Services:
Visitors Guide
Show Co-ops
Calendar o f Event
Hospitality
Retail Sales:
Maps
Video Sales
Gift Shop
Co-op Programs
Partner Income
Member Income
Grants:
EITA
State
City of Dubuque
Hotel/Motel Tax
America's River campaign
Dubuque County
TOTAL INCOME
5,000.00
11,800.00
4,000.00
-0_2-
20,800.00
-0-
500.00
20,000.00
25,500.00
34,000.00
50,000.00
84,000.00
2,000.00
2,000.00
478,000.00
500,000.00
978,000.00
50,000.00
$1,159,800.00
EXPENSES
Convention Marketing
FY 2002-2003
Assoc. Marketing:
MPI 1,000.00
ISAE 6,000.00
ICVBA 1,200.00
Lead Dev. 12,000.00
20,200.00
Corp. Marketing:
CTA
Affordable
Meetings/Coop
Shows
Lead Dev.
Bid Process:
Presentation
Incentives
Promotional Tools:
Publ/cations
Convention Services:
Supplies
Hospitality
Specialty Items
Hometown Hero
250.00
14,800.00
500.00
15,550.00
5,000.00
5,000.00
10,000.00
7,000.00
1,000.00
2,000.00
1,500.00
4,500.00
5,000.00
$62,250.00
FY2003-2004
Assoc. Marketing:
lVIPI
ISAE
ICVBA
Lead Dev.
Corp. Marketing:
CTA
Affordable
Meetings/Coop Shows
Lead Dev.
Bid Process:
Presentation
Incentives
Promotional Tools:
Publications
Direct Mail
Ad Placements
Convention Services:
Supplies
Hospitality
Specialty Items
Hometown Hero
1,000.00
5,000.00
1,200.00
6,600.00
13,800.00
250.00
14,800.00
.500.00
15,550.00
4,000.00
5,000.00
9,000.00
3,000.00
15,000.00
5,400.00
23,400.00
3,000.00
2,000.00
1,500.00
6,500.00
3,000.00
$71,250.00
Group Tour Marketing
FY 2002-2003
NTA/ABA/Bank Travel:
Registration 3,000.00
Travel 3,000.00
Follow-Up 500.00
6,500.00
Group Leader Dev.:
Reg. ~ Shows -0-
Travel Expenses -0-
Coop Advertising -0-
Direct Mail -0-
Promotions -0-
EITA -0-
IGTA 1,000.00
TSTC -0__:-
1,000.00
Publications: -0-
Delta Queen: -0._2-
FY2003-2004
NTA/ABA/Bank Travel:
Registration
Travel
Follow-Up
Group Leader Dev.:
Reg. ~ Shows
Travel Expenses
Coop Advertising
Direct Mail
Promotions
EITA
IGTA
TSTC
Publications:
Delta Queen:
3,000.00
3,000.00
500.00
6,500.00
-0-
9,100.00
15,000.00
1,000.00
-0~
25,100.00
-0-
$7,500.00 $31,600.00
Independent Traveler Marketing
FY 2002-2003
Publications:
Visitor Guide 5,000.00
Maps 4,000.00
9,000.00
Media Buys:
Co-op Ads 60,000.00
Other Buys 10,000.00
800 Phone 4,000.00
Ad Creation 5,000.00
79,000.00
Consumer Shows:
Reg. ~ 2 Shows -0-
Equip. Rental -0-
Shipping -0-
Contract Employees -0_:
Chamber Welcome Center:
Rent
Maintenance/Supplies
Gift Shop
Brochure Distribution
Iowa Welcome Center
Membership/EITA& TSTC
0
0
7,000.00
1,500.00
1,450.00
$9,950.00
$97,950.00
FY 2003-2004
Publications:
Visitor Guide
Maps
America's River Brochures
Media Buys:
Co-op Ads
Media Buys & Fees
800 Phone
Ad Creation
Consumer Shows:
Reg. ~ 2 Shows
Equip. Rental
Shipping
Contract Employees
Chamber Welcome Center:
Rent
Maintenance/Supplies
Gift Shop
Brochure Distribution
Iowa WC
Membership/EITA&TSTC
5,000.00
-0~
20,000.00
25,000.00
50,000.00
382,600.00
8,000.00
-0~-
440,600.00
-0-
-0-
10,000.00
1,500.00
1,450.00
$12,950.00
$478,550.00
Awareness Development
FY 2002-2003
Travel Writers:
Newsletter
Direct Mail
Site Tours
Clipping Service
Media Showcase
SATW/MWTR
Hospitality:
Seminar Materials
Signage
Annual Program
Local Awareness
Festivals Task Force:
Calendar of Events
Education/Staff
Develop:
LA_CVB Membership
Travel
Tourism Conference
Local Awareness:
Travel Federation
Calls
Recognition
PR Efforts
1,000.00
2,000.00
$1,750.00
4,000.00
1,000.00
$9,750.00
0
0
0
11,500.00
11,500.00
4,000.00
1,000.00
2,500.00
1,250.00
$4,750.00
500.00
500.00
250.00
1,250.00
3,500.00
34,750.00
FY2003-2004
Travel Writers:
Media Kits
Site Tours
Clipping Service
Media Showcase
SATW/MWTR
Agency PR
Hospitality:
Seminar Materials
Signage
Armual Program
Local Awareness
Festivals Task Force:
Calendar of Events
Education/Staff
Development:
IACVB Membership
Travel
Tourism Conference
Local Awareness:
Travel Federation
Calls
Recognition
PR Efforts
Grand Excursion
4,000.00
4,000.00
2,000.00
72,500.00
$82,500.00
-0-
1,500.00
1,500.00
4,000.00
1,000.00
2,500.00
1,250.00
4,750.00
500.00
1,000.00
500.00
2,000.00
10,000.00
104,750.00
FY 2002-2003
Of]Sce
Chamber Welcome Staff
Chamber Support Staff
Administrative
Support Sewices
TOTAL INCOME
TOTAL EXPENSES
NET
$179,404.00
$61,157.00
$68,630.00
$309,190.00
$66,511.00
$39,934.00
$415,635.00
FY 201
$5~
$6]
$-2
FY 2003-2004
O~cc
Chamber Welcome Staff
Chamber Support Staff
Adminis~afive
Support Services
~2-2003
5,862.00
8,085.00
2,223.00
$259,376.00
$62,240.00
$75,946.00
$397,562.00
$66,511.00
$49,934.00
$514,007.00
FY2003-2004
$1,159,800.00
$1,200,157.00
$-40,357.00
Convention & Visitors Bureau - Budget
FY 2002 - 2003
Personnel
Salaries 252,351
Payroll taxes 20,363
Employee benefits 36,818
Organizational dues 924
Administrative
Building Depreciation/Rent 12,107
Utilities, Taxes, Assn. Dues 19,461
Insurance 4,675
Office maintenance 8,638
Accounting & auditing 1,750
Depreciation 17,600
Miscellaneous 2,280
Support
Equip. & comp. maint. 9,618
Office supplies 6,854
Postage 14,334
FY 2003-2004
325,539
26,210
43,724
2,090
12,349
19,850
4,769
8,811
1,785
17,952
2,326
9,810
6,991
24,621
Subscriptions/Organization Dues
Telephone
Presidents miles/meals
Board discretionary
Total Expense
1,633
6,275
840
380
416,901
1,666
6,401
857
388
516,139