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Work Session - Travel Dubuque Quarterly Report Copyrighted February 4, 2019 City of Dubuque Work Session - Top # 1. ITEM TITLE: 5:30 PM- Travel Dubuque Quarterly Report SUMMARY: Travel Dubuque staff will present their quarterly report to the City Council. SUGGESTED DISPOSITION: ATTACHMENTS: Description Type Trave Dubuque Presentation Supporting Documentation ` � _ 4 - �.� - ` �' _ �s _ ` ,�__ "� " �-� �J � J �c - — �� � � �__ rr � '_�.. " � . �, �- ' ��_ _. ___,r' r � �� - Fi : J _ r , . __ _ _. � �� � �� �{ r-� . �- L_ _ _ . _ � i � � � % J . e _ _ -� � '¢-5;" � J -,..� � . . . _ - ���'._3r_�.= _ _ - . . _ - ,���a��T��� �- �- � y —� — `\� . + .. � — T y:��� � � �� . r , . —ag �W,� J...� � _ _ _ _ � _ _ __ _ _ d � _ — . _i _ � _� ._ :.i � � n � . _ . � �eJi . "�--" � '. __._ _ —._ -,-.-�"�.'r. - - �.�' . "—'�---- ' _ . � � � . _ .,'� _ � _ -_ i , , - — � - �+ " . .. " . _... 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I �, , . 1 � - . • , I • , ` = � . .._ r _ . . Meet our staff. � re,� �� � � - ._ _ _ �� , � � � _ . ,� � ; � - �. � � �:� � �, �� � ��� �� '` � �. �u�.. iwYLOR t�. President & CEO Vice President of Operations Vice President of Sales Director of Markering � , �. /� ,s � '..� i � � �- � �,, � =,.� �` � o M . �� � � i,, � ,aG�*� �' � , r � ;� <' � �� � � � r� ; 9 . �R� � � „ ,._ ��i��. Jf ,\�, l .✓+�", k;� 4�� r �� , Y C� Director of Sports & Events Director of Guest Services Sales Manager Social Media Markering Manager Meet ou r boa rd . - ,_ _ � , � ` �� � � ``F' '� �o. o , ,�' ; � , � _. m , w � .+ � , � � � c . ' � �1 � � � ' � �� zw��� � � ;, � ���ii� � ��� � � ;WAHLERT Dubuque Regional Airport Diamond Jo Casino Dubuque Symphony Orchestra City of Dubuque City of Dubuque �� a : ��� _ '"'� � ��*�� �J , ,, �� . . . � � � , J � i '�;� � ;. �, ` ,c - V � � , : �� '� JAY WIC RIC JONES �EF DubuqueCou�tyBoazdof DubuqueCityCou�cil WagnerAccou�fing PremierBa�king Supervisors • • Meet ou r a v� sor com m � ttee . y MARK WAHLERT BRIAN PRESTON ANN MCDONOUGH Dubuque Symphony Orchestra Dubuque County Conservation Dubuque County Supervisor NATE BREITSPRECKER GERI SHAFER JANET STEINBACH National Mississippi River Museum Arts Management Consultant Dyersville Area Chamber & Aquarium of Commerce JIM RODRIGUES MICHAELA FREIBURGER Quiet Walker Lodge RON TIGGES Dubuque Main Street Mines of Spain MARTY MAIERS SUE MORAN Diamond Jo Casino CORI BURBACH Grand Harbor Resort & Waterpark City of Dubuque MITZY YORDY RANDY GEHL Grand River Center DAVID SCHMITZ City of Dubuque Dubuque Musuem of Art RICK KRUSER KEVIN KOTZ Matthews Distributing JILL CONNORS Dubuque County Fairgrounds City of Dubuque LYNETTE MONTES LUIS DEL TORO Holiday Inn Express & Suites KATE LARSON Dubuque City Council Dubuque City Council TINA GAU HR COOK Best Western Plus Dubuque Hotel & Five Flags Center Conference Center �� ��f/r/ �� 2.2 Million (estimated) visitors to the Dubuque in 2018 10,000+ visitors to the Welcome Center in 2018 71 Conventions, 60 Group Tours, 82,000 Sport & Event related visitors in 2018 $ 10.5 Million in Sport & Event related estimated economic impact for 2018 3,000 travel industry professionals in Dubuque County 566 tourism parrners in the Dubuque area $351 .76 Million in estimated economic impact (For 2017 according to annual State of Iowa Travel Impact Report) 25.81 % growth of users to traveldubuque.com in 2018 compared to users in 2017 26.52% growth of new users to traveldubuque.com in 2018 compared to users in 2017 21 .66% of users to traveldubuque.com are 25-34 years of age, the largest age group visiting the site followed up by 35-44 59.32% of all users to traveldubuque.com are females � � � A S P T � � . � � � 2018 =���'' � � �� ,, � ,,� ��� USS LST 325 �"� P�� -,^ � . �� � The last remaining — '�— operational WWII Vessel. � � August 23-27, 2018 � �_ _��" 5 Days �� ��'�� � �a 100+ Community Volunteers r,d�F,,=_ ���,� � -������i�',+� ic�� ��, �:5��� � 16,620 People Toured the ship � — t 75% of guests traveled more than 50 miles to tour ---- � � Economic Impact: $1.8M r � � 1`� , :t ; � �. I i\�_- -- � : _ -� , -� - - -- -� , A �� P � 20I8 HeaeMap ofVisieorseo eraveldubuque.com TOP 10 METROS Ol . Ceda� Rapids/Waredoo/Iowa � f� '� Ciry/Dubuque, IA .� 02. ChicagqIL 03. MadisoqWI 04. Quad Cities O5. DesMoines/Ames, IA Ob. Omaha, NE OZ Minneapolis/St. Pau1, MN 08. Mdwaukee, WI 09. Rockfo�d, IL 10. L,aCrosselBauC]ai�e,WI • . • • • • MILLIONS MILLIONS THOUSANDS MILLIONS MILLIONS .......... .......... .......... .......... ...... 2007 $253.20 $43.66 2.73 $12.03 $3.33 ............... ............... ................ ................ ......... 2008 $253.66 $44.22 2.67 $11.61 $3.35 ................ ................. .................. .................. ......... 2009 $254.03 $45.38 2.76 $12.69 $3.62 .............. ................. .................. .................. ......... 2010 $275.28 $45.37 2.71 $13.03 $3.78 ........ ................. .................. .................. ......... 2011 $302.43 $47.79 2.8 $13.57 $4.02 ........ ................. .................. .................. ......... 2012 $320.56 $49.91 2.84 $14.32 $4.19 ................ ................. .................. .................. ......... 2013 $319.21 $49.18 2.82 $14.06 $4.20 ............... ............... ................ ................ ......... 2014 $329.01 $50.58 2.83 $14.72 $4.28 2015 $329.27 $52.59 2.87 $18.35 $4.49 2016 $338.14 $55.89 2.87 $18.35 $4.49 2017 $351 .76 $57.90 3.00 $20.23 $4.83 According to the Economic Impact of Travel on Iowa Counties 2017 Report released by Iowa Economic Development Authority Iowa Tourism Office �� � - � � � . . � . 2009 375,837.07 322,341.46 400,794.24 503,933.85 $ 1,602,906.50 29% 2010 389,679. 15 324,596.37 404,245.24 518,788J6 $1,637,309.40 5% 2011 374,557.05 307,708.45 410,898.53 530,692.82 $1,623,856.80 .82% 2012 379,651.02 347,241. 16 421,221.85 568, 104.39 $1,716,218.30 5.68% 2013 404,970.72 359,852.50 493,880.87 584J29.04 $1,843,433. 13 - 41% 2014 440,800.99 370,236.72 501,029.41 607,621.35 $1,919,688.47 14% 2015 454,030. 15 377,633.27 514,478.23 613,212. 18 $1,959,353.83 )6% 2016 464,711.31 383,975.76 544,614.42 643, 111.35 $2,036,612.84 �4% 2017 473,507.51 399,920.08 562,398.34 662,350.29 $2,098, 176.22 )2% 2018 464,723J0 418,985.63 581,982.38 686, 142.38 $2, 151,834.09 56% 2019 522, 177.53 416,255. 1 1 615,217.82 715,424.36 $2,269,044.82 45% 2020 671,514.53 511,764.40 434,356J7 624,924. 16 $2,242,259.86 -1 .18% � � : � : STR Report is a benchmarking report for the following counties in lowa. This data is JANUARY 45.2% 42.5% 42.4% compiled and shared to Travel Dubuque each FEBRUARY 48.7% 46.9% 51.9% month. MARCH 54.1% 61.0% 55.60�o Black Hawk Dallas APRIL 53.8% 54.5% 58.8% Dubuque MAY 61.9% 63.4% 61.9% Johnson Linn JUNE 74.6% 76.0% 71•8% Polk JULY 74.4% 71.9% 68.4% Pottawattamie Scott AUGUST 77.2% 71.4% 70.0% Story SEPTEMBER 72.5% 67.2% 62.7% Woodbury OCTOBER 75.6% 70.7% 62.7% NOVEMBER 53.6% 51.3% 52.8% DECEMBER 45.0% 47.7% 41.0% YEAR 61.6% 61.6% 58.4% F ' ��III � I 'i � �'1 � � f.� r�l� � � � i��i �'�. �����i I���I I.��I I�I I .• IIIIIII���1'`tl'^5�4;�a��i I � � e i 4 � � � � � ° � ��t �rin���.s��f � � �MINNFNPO�S �� ��IIIf�p� � 1 y�j �' � �" � 0.0CHFSiF0. �� " rryYY I W MI• •�A�0.055F � ���� 120M1 MNDISON• ' � �' 93MI •MIWNUKFF — I]OMI SIOUX Cli 308 MI � � � � � ' s' Q � • CHICAGO . Efforts to reach this audience include a �...._.....,_._ „a„„ , y__ _ OMAHN� OINFS ��UNDCIiIFS ��r � — 339M1 �I ]OMI multi-channel marketing strategy focusing on '"a°M'" _ _ . a o __ digital and social media. lhe primary audience KNNSAS Cltt• for our efforts are 25-45 year old females "'""' �,.,��M��. with children in the home, located in the Des Moines/Ames DMA, Cedar Rapids/Iowa City/ Dubuque DMA, Quad City DMA, Madison `Dubuque is nice to look at, no DMA, and Chicago DMA. matter the season. PHOTO AT JULIEN DUBUQUE BRIDGE BY // � I @GREENIEBONE KEY EFFORTSs ANNUAL 7RAVEL DUBUQUE GUIDE, 7RAVELDUBUQUE.COM, SOCIAL MEDIA PRESENCE, ANNUAL MEDIA BUY y'�: 1 1 �1 . �� 11 �'4 �j 7 o �//,'G, " �I /���., � . \ , �/ �� a�V i �.: �� � . � — :_.,s� ����� � � u .� � ���1►„ .!.'v6.a,� � 7�= _ �hf .� �� ���.� � GROUPS, MEETINGS, REUNIONS ' �`^� ' _�� , ,`"'� " � 1 ' �T� . � �t.�-t .� : � � �����►� ; Tradeshows, one on one appointments, cold calling and a mix of traditional and digtial marketing are a few ways our sales team brings larger groups to the community. "Our folks expect the best conference experience possible. KEY EFFORTSs CUL71VA71NG AND NUR7URING RELA710NSHIPS WI7H 7hanks to Dubu ZLE, t�JE PLANNERS, 7RADESHOWS, ONE ON ONEAPPOIN7MEN75 � y received that and more. We love II I Dubuque!" �1 PHOTO AT GRAND RIVER CENTER BY � @985PHOTOGRAPHY �.�,�.,m � ",,� ;���' ` � . ' , ���- � ..��r,� . , � �� { �" P T �� ` �. � �, . � �: Whether through funding, sponsorship, or logistical �� ; :;� � � � assistance, our sports division and Sports Commission works � with over 40 events each year. "�� KEY EFFORTSs DUBUQUE REGIONAL SPOR75 COMMISSION, FACILI7A710N OFAMERICA'S RIVER FES7IVAL, LOGIS7ICAL SUPPOR770 EVEN75 LIKE JULIEN DUBUQUE IN7ERNA710NAL FILM FES7IVAL "Happiness is flYSt tZYi2E skiing on freezing cold mountain slopes. " // � I PHOTO AT SUNDOWN MOUNTAIN RESORT BY @ANUGANGODA �T oF DREA � . -=-= ---- - - ' �IELD-- ,- ;__-_,�MS J � ��� � � 1 ) T , , . . , _ '!'� � , , �r' � _ � � , ; � ����� „ ��� � � �� 1 � w ' < � � :�! \. 9 �n �1�-w � a �c4 .�/':� � Our Welcome Center rovides an in- erson resence for '� ; , � � � ; P P P � �� ,� ��� a��fi��''� � � ` , the Travel Dubu ue brand. O en to the ublic and located �� �`''`� , , �: q P P � � �, � a �: � � = ��,� ��� � , i F��;: on Main Street, the staff answers questions, provides visitors � � �E � ; with assistance, and offers support for the administrative office. KEY EFFORTSs WELCOME CEN7ER MANAGEMEN7, 7RAVEL DUBUQUE ��7he crew made a stop at the MERCHANDISING, CUS70MER SERVICE Field ofDreams Movie Site in 7RAINING, BROCHURE DIS7RIBU710N Dubu�ug �,'OZLYIt�I, #Iowa. " // � I PHOTO AT FIELD OF DREAMS MOVIE SITE BY @CSPANBUS � ' � � =; �r� _ . . . . I . r. , , ': . b ., ` �1_ . �'l , -1 ♦ � �: , . �I �� • � ' ♦� ��� . . • � � • • ' . • � ••: i �� r'�'�I._ i•, , ?�� ' �� I'� • ^ •'�, v . . . • . ' =� � . =`• ; " - . ., :n��!" _ �' .1 , � ' ' •_ ' . �. � �� � 5 . � • ���• "•} '�� • r.' � J . .` , `' ' r . �! � _ I � �� � . . � '��.. • _ � ' . � ' . /� .. � . '�. , � •� _ :1. � , ` ����•,,I ` ,� • � ` � 1, /�� • � ' •,( �.- �, ' - � � • _ ( • .r , .i �� ��'� �n . �I� � ,�i" �1 '.♦ r� ' '�!; � .i . ' � _ �^ . / ' � . � • �l. . N„ =�, . .-'� .� � . �° ;, - �. � - : ��' �� � �.r . � � � - "`�' Create a welcomin�g and _ _ , , ,. - , - � - , � � - • � ,. .-• - w" , - - , � ,. . - '�:, •::� ' ^ ': . � "�. ' ' . � ' e,:.-� ' '�: . ..._ � . • �- � �����,� ��'�, flexible framework .. .. �- , � -���:.� ' • ' . ' • 'l :'�` "�'.i ;' �.� .�. ... - -��-���": ��: . �',� - to provide users (internal & external) - ,.� , . �r�'```,�`:: .��'-�" � �� ' - � • with the tools to comprehend and .- , �.::,�- . ; - _,, -, � - . . �� '� �' � " - � � � � '�'� � disseminate the opportunities in . ,-- 'i, . ,. . � ".� , � • : , „_i. ,-i :. -.� . � . � . �•� , • - ' ����` � �` our area to provide a positive and � ";�� ' -`�';, �- 1 welcoming experience for a11. , �'. . �.+ • � • • • Enhance Tratieler � Coynynunity /� Ex�erience � Ex and Custoyner Sertiice - „ . . I � ' � '���' '' � ' Increase Partnershi�s 2vith Direct � , .. - , , . •�.�:, . . , �• =- : . : Indirect Partners _ - ��.,� • Detielo� a Posititie Internal Structure � ' � � =; �r� _ . . . . I . r. , , ': . b ., ` �1_ . �'l , -1 ♦ � �: , . �I �� • � ' ♦� ��� . . • � � • • ' . • � ••: i �� r'�'�I._ i•, , ?�� ' �� I'� • ^ •'�, v . . . • . ' =� � . =`• ; " - . ., :n��!" _ �' .1 , � ' ' •_ ' . �. � �� � 5 . � • ���• "•} '�� • r.' � J . .` , `' ' r . �! � _ I � �� � . . � '��.. • _ � ' . � ' . /� .. � . '�. , � •� _ :1. � , ` ����•,,I ` ,� • � ` � 1, /�� • � ' •,( �.- �, ' - � � ' ' ( • .r .i �� ��'� �n . �I� � ,�i" �1 '.♦ N,; _�,�� , :, - � �' ' ,,, ., • �, ' . _- ;', . �.,, 'i ^ • r- . , , . . �,;_, Updates � �• _ , .' , - , . , _ • , ,. •- " '' " , - - , � ,. . . �.� '::�^ ^ ' . � �• ' ' . i ' .►.'.-� "` ' ,�: ' ...- � �• �� ��'''�e. �'="� • Completed Crisis Marketing Management plan in 2018 � -���:� -, . . ' • '�'`'� �' � . ��� Participated in & helped coordinate IBM's Cultural _, ,:. - -�r��`;��`� '_.•� , c • , - • Diversity event at the Roshek Building May 2018 i�;_ ,. : �. . ,> . ..::,•; . -� . '' ',-�� ' " , . ' ' /.'!' _ ' � �_� �' ` • ` � � Enhanced the 2019 Travel Guide to include inclusive . ., , - ; • .,-s• :� '. ••; - , � ,:, , _ , ,�::, . . -,-, ., ��, resources . -_ . . '- c�_: . , ; � i1� � - • _ -"���- �:,.' ' •'' � � Two Staff members completed the 2018 Best Practices • Session through Inclusive Dubuque . / � Two Staff members are currently enrolled in the 2019 - „ . . ` � Best Practices Session through Inclusive Dubuque _ ., . . "+':;-' ���-� ' ' Participated in Race Forward through the Community _' ' • _=�,� Foundation Held Implicit Bias training for all Travel Dubuque Staff and Step-On Guides in October 2018 - --�---- -- '� �: ^ �� ,,T� � _ ., .._=-�' _ - , , - ;. � • _ - - _ '�`��.; 4-i��%4 Y VR � , G � �� � � _ :� �_,,;�,,� �;�� _ `�� t �:' � - � '" -� ORGANIG GROP IMPROVEMENT ASSOGIATION February 5-8, 2019 �: , � � � �. f ' DUELING DOG WORLD GHAMPIONSHIPS April 6-7, 2019 ' , fi� ` `,: f � . ��,,` °�:�'� JULIEN DUBUQUE INTERNATIONAL FILM FESTIVAL April 24-28, 2019 AMERICA'S RIVER FESTIVAL June 21-22, 2019 TEAM OF DREAMS September l, 2019 `Exploring Catfish Creek at IOWA LEAGUE OF GITIES GONFERENGE $eptember 24-27, 2019 Swiss Ilalley �dozens oflittle DOCKDOG WORLD CHAMPIONSHIPS Late Odober 2019 fish in there!). " // � I PHOTO AT SWI55 VALLEY NATURE CENIER BY FIREBALL RUN ADVENTUREALLY PREMIER 2019 @LARGIRL as of 12.31 .18 FY19 Budget Proposed FY20 Budget Income Dubuque County $ 25,000.00 $ 25,000.00 $ 25,000.00 Grants $ 5,250.00 $ 5,000.00 $ 55,000.00 Gift Shop/Welcome Center $ 16,778.81 $ 22,000.00 $ 22,000.00 Co-op Programs $ 4,625.00 $ 40,000.00 $ 20,000.00 Bureau Services $ 30,629.00 $ 76,525.00 $ 81,525.00 CVB Events $ 16,361.15 $ 20,000.00 $ 245,675.00 HoteUMotel Taa� $ 567,261.00 $ 1,134,522.00 $ 1,121,130.00 Brochure Distribution $ 11,250.00 $ 18,000.00 $ 18,000.00 Progressive Dinners $ 22,387.00 $ 32,000.00 $ 32,000.00 Interest $ 160.63 $ 175.00 $ 175.00 Totallncome $ 699,702.59 $ 1,373,222.00 $ 1,620,505.00 as of 12.31 .18 FY19 Budget Proposed FY20 Budget Expense Convenfion Markefing Tri-State Champion $ 6.42 $ 5,000.00 $ 4,000.00 Bid Process $ 219.95 $ 7,500.00 $ 13,500.00 Corporate Marketing $ 18,386.61 $ 38,800.00 $ 34,500.00 Associate Marketing $ 1,174.63 $ 3,200.00 $ 3,500.00 Convention Services $ 1,241.89 $ 5,000.00 $ 3,750.00 Military Reunions $ - $ 5,150.00 $ 5,000.00 Tota1 Convention Markefing $ 21,029.50 $ 64,650.00 $ 64,250.00 Sports Commission $ 19,556.22 $ 75,000.00 $ 136,900.00 Group Tour Markefing Group Leader Development $ 5,235.67 $ 10,150.00 $ 12,190.00 Tradeshows $ 5,625.31 $ 12,350.00 $ 9,650.00 Progressive Dinners $ 16,223.60 $ 23,000.00 $ 23,000.00 Tota1 Group Tour Marketing $ 27,084.58 $ 45,500.00 $ 44,840.00 as of 12.31 .18 FY19 Budget Proposed FY20 Budget Marketing Media Buys $ 111,883.27 $ 225,000.00 $ 225,000.00 Tota1 Marketing $ 111,883.27 $ 225,000.00 $ 225,000.00 Awareness Development AR Festival $ - $ 20,000.00 $ 20,000.00 Local Awareness $ 3,987.05 $ 10,000.00 $ 10,000.00 Education/Staff Development $ 11,156.41 $ 20,500.00 $ 20,500.00 Hospitality $ - $ 5,000.00 $ 5,000.00 CVB Events $ 28,188.41 $ 32,000.00 $ 206,000.00 Gift Shop/Welcome Center $ 12,281.91 $ 17,000.00 $ 17,000.00 Brochure Distribution $ 303.29 $ 1,000.00 $ 1,000.00 Sister City $ 6,738.07 $ 4,000.00 $ 5,000.00 TotalAwareness Development $ 62,655.14 $ 109,500.00 $ 279,500.00 as of 12.31 .18 FY19 Budget Proposed FY20 Budget Salaries &Benefits Salaries $ 269,296.33 $ 548,331.00 $ 570,070.00 Payroll TaY Expense $ 23,166.38 $ 45,050.00 $ 46,320.00 Health &Dental Insurance $ 26,360.54 $ 53,000.00 $ 55,000.00 Life/STD &LTD Insurance $ 2,047.32 $ 4,600.00 $ 4,400.00 Pension Contribution $ 14,995.40 $ 27,250.00 $ 28,000.00 Tota1 Salaries &Benefits $ 335,865.97 $ 678,231.00 $ 703,790.00 Administrative Insurance $ 6,675.00 $ 7,000.00 $ 7,000.00 Postage $ 3,601.75 $ 12,000.00 $ 12,000.00 Accounting &Legal Services $ 12,363.80 $ 14,000.00 $ 14,000.00 Parking $ 5,696.00 $ 11,800.00 $ 11,800.00 TotalAdministrative $ 28,336.55 $ 44,800.00 $ 44,800.00 as of 12.31 .18 FY19 Budget Proposed FY20 Budget Operarions Telephone, Telecommunications $ 7,830.23 $ 14,500.00 $ 14,500.00 Computer Software/Equipment $ 6,357.49 $ 18,000.00 $ 15,000.00 Supplies $ 3,563.64 $ 8,500.00 $ 7,000.00 TotalOperarions $ 17,751.36 $ 41,000.00 $ 36,500.00 Faciliries Welcome Center Rent $ 15,966.64 $ 32,022.64 $ 33,240.00 Storage Space Rent $ 1,935.00 $ 3,870.00 $ 3,870.00 3rd &Main Condo Association $ 2,394.12 $ 4,436.16 $ 4,964.28 Utilities $ 2,587.05 $ 5,000.00 $ 5,000.00 Office Maintenance $ 2,741.33 $ 6,000.00 $ 6,000.00 Total Facilifies $ 25,624.14 $ 51,328.80 $ 53,074.28 Depreciafion Expense $ 12,052.62 $ 26,176.00 $ 20,000.00 Interest Expense $ 652.32 $ 1,075.00 $ 2,000.00 TotalE.�ense $ 662,491.67 $ 1,362,260.80 $ 1,610,654.28 Net Ordinary Income $ 37,210.92 $ 10,961.20 $ 9,850.72 Net Income � 37,210.92 � 10,961.20 � 9,850.72 ' . � ' r. . , _ . �� . . �:� ; , '., , .. . . . ,,� " - ,.� : • ' . • ' - - , �=�c • � �� ; �, s� , - . . �, � , '�. . 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