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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