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Purch Services Chamber ConvMEMORANDUM April 16, 2003 TO:The Honorable Mayor and City Council Members FROM:Michael C. Van Milligen, City Manager SUBJECT:Purchase of Service Agreement - Dubuque Area Chamber of Commerce Convention and Visitors Bureau During the Fiscal Year 2004 budget process, the Mayor and City Council provided $478,770 for a Purchase of Service Agreement with Dubuque Area Chamber of Commerce Convention and Visitors Bureau. Administrative Services Manager Pauline Joyce is recommending that a Purchase of Services Agreement be executed with the Dubuque Area Chamber of Commerce Convention and Visitors Bureau in the amount of $478,770. This amount represents fifty percent of the hotel/motel tax received by the City for the period of October 1, 2001, through September 30, 2002, as approved by the City Council during the Fiscal Year 2004 budget process. In FY 2003, this agreement was expanded (Exhibit B) to provide for greater City Council involvement in review of the marketing plan and budgeting process for the use of these City funds. I concur with the recommendation and respectfully request Mayor and City Council approval. ____________________ Michael C. Van Milligen MCVM/ksf Attachment CC:Barry Lindahl, Corporation Counsel Cindy Steinhauser, Assistant City Manager Pauline Joyce, Administrative Services Manager MEMORANDUM April 16, 2003 TO:Michael C. Van Milligen, City Manager FROM:Pauline Joyce, Administrative Services Manager SUBJECT:Purchase of Service Agreement - Dubuque Area Chamber of Commerce Convention and Visitors Bureau Attached for City Council approval is the Pumhase of Service Agreement with the Dubuque Area Chamber of Commerce for the City's financial support of the Convention and Visitors Bureau for Fiscal Year 2004. The agreement was expanded last year to include the annual marketing plan, City Council budget process, and the three-year review process for the Marketing Plan (Exhibit B). The adopted Fiscal Year 2004 operating budget provides a payment of $478,770. This amount represents 50 percent of the hotel/motel tax received by the City for the period of October 1, 2001 through September 30, 2002. Payment will be made to the Chamber of Commerce in four equal quarterly installments of $119,692.50. It is my recommendation that the City Council approve the attached Purchase of Service Agreement with the Dubuque Area Chamber of Commerce and authorize the Mayor to execute the contract on behalf of the City. PJ/ksf Attachment CITY OF DUBUQUE, IOWA, AND DUBUQUE AREA CHAMBER OF COMMERCE PURCHASE OF SERVICES AGREEMENT THIS AGREEMENT, entered into this 1st day of July 2003, by and between the City of Dubuque, Iowa, herein referred to as the "City" and the Dubuque Area Chamber of Commerce, herein referred to as the "Agency." WHEREAS, the City, as the recipient of certain hotel and motel taxes, is permitted by Chapter 422A of the Code of Iowa to spend such tax receipts for the promotion and encouragement of tourist and convention business in the City of Dubuque; and WHEREAS, the City has agreed to provide certain financial assistance in an amount equivalent to fifty percent (50%) of the hotel/motel tax to enable the Agency to carry out such tourist and convention development on behalf of the City; and WHEREAS, the Agency represents itself as technically and professionally qualified to provide services to effectively promote and develop the tourist and convention business for the City. NOW THEREFORE, the parties hereto agree as follows: 1. Scope of Services a)The Agency shall continue to maintain a Convention and Visitors Bureau Division to undertake such services that are necessary and requisite to carry out a Program of Work as described in Exhibit A, attached hereto and made a part hereof. The process and schedule for development of the annual and three-year review of the Convention and Visitors Bureau Marketing Plan and budget is described in Exhibit B. b)The Agency represents that it will retain competent and qualified staff under appropriate supervision to plan and implement the Program of Work in an efficient and timely manner. c) The Agency agrees that it will maintain a Tourist Information Center throughout the entire year. d) It was agreed, by the Chamber of Commerce, Dubuque County Historic Society, Platinum Hospitality and the City of Dubuque, that the America's River Committee will be formed to help establish general marketing guidelines, target markets and co-op opportunities for the America's River Proiect for implementation by the Convention and Visitors Bureau. It firmly establishes the Convention and Visitors Bureau as the lead promotional entity for the America's River Project as well as being the lead marketing agent for the entire destination. e) Provide City Council with an annual report on the activities of the CVB including financial statements and breakdown of expenditures by program area. f) The Dubuque Area Chamber of Commerce has agreed to participate in the formation of a not-for-profit Corporation to further the goals of the America's River Project. 2. Time of Performance The services of the Agency are to commence on July 1, 2003, and terminate June 30, 2004. 3. Compensation a)The City will pay to the Agency the amount of $478,770. This amount represents fifty percent (50%) of the hotel and motel tax received by the City for the period of October 1, 2001, through September 30, 2002. Such sum shall constitute complete compensation for all services to be rendered including personnel costs, travel, printing and publications, and all other expenses. b)Such sum shall be payable to the Agency in four quarterly installments upon receipt of a requisition for such payment. Such payments to be due and payable as follows: First Quarter - $119,692.50; Second Quarter - $119,692.50; Third Quarter- $119,692.50; and Fourth Quarter - $119,692.50. 4. Audit and Evaluation a)Inasmuch as the funds to be provided the Agency by the City are public funds, the Agency agrees that it will maintain books of account in accordance with generally accepted accounting standards together with necessary documentation to support all expenditures. b)The Agency shall provide the City quarterly reports at a regularly scheduled City Council meeting detailing its activities beginning with the quarter ending September 30, 2002. Accompanying each such report shall be copies of studies, brochures, and other documents, which may be produced to support and/or otherwise promote the work program of the Convention and Visitors Bureau Division. 2 c)To assist in coordinating the activities of the Convention and Visitors Bureau Division with the City, not less than one member of the Dubuque City Council shall be appointed to the Convention and Visitors Bureau Division. d) Copies of minutes of all meetings shall be filed with the City Clerk of the City within ten (10) days after such meeting. 5. Discrimination In carrying out its program, the Agency shall not discriminate against any employee or applicant for employment because of race, creed, color, sex, age, national origin, religion, or disability. The Agency shall take affirmative action to ensure that applicants for employment are employed and that employees are treated during employment without regard to race, creed, color, sex, age, national origin, religion, or disability. Such action shall include, but not be limited to, the following: employment, upgrading, demotion or transfer; rates of pay or other forms of compensation; and selection for training, including apprenticeship. The Agency agrees and will undertake whatever affirmative measures are necessary so that no person shall be excluded from participation in, be denied the benefits of, or be subjected to discrimination under any program or activities funded in whole or in part with any of the funds made available to the Agency under the terms of this Agreement because of race, creed, color, religion, national origin, sex, age, degree of handicap or disability. 6. Interest of Members, Officers, or Employees of the City of Dubuque; Members of the Dubuque City Council; or Other Public Officials No member, officer, or employee of the City or their designees or agents; no member of the Dubuque City Council; and no other public official of the City who exercises any function or responsibilities with respect to the program during his tenure shall have any interest, direct or indirect, in this contract or the proceeds thereof for work to be performed in connection with the program assisted under this Agreement. 7. Termination of Contract a)This contract may be terminated by either party by giving the other party a written, ninety (90) day notice of such termination or upon such other terms as may be mutually acceptable. b)If, through any cause, the Agency shall fail to fulfill in a timely and proper manner its obligations under this Agreement or if the Agency shall violate any of the covenants, agreements, or stipulations of this Agreement, the City shall have the right to terminate this Agreement by giving written notice to the 3 Agency of such termination at least five (5) days before the effective date of such termination. 8. Assignability The Agency shall not assign any interest in this Agreement and shall not transfer any interest in the Agreement without prior written approval from the City. WITNESSED: CITY OFDUBUQUE Jeanne F. Schneider, City Clerk Terrance M. Duggan, Mayor DUBUQUE AREA CHAMBER OF COMMERCE Steward Sandstrom, President Mike Coyle, Chairman of the Board 4 Agency of such termination at least five (5) days before the effective date of such termination. 8. Assignability The Agency shall not assign any interest in this Agreement and shall not transfer any interest in the Agreement without prior written approval from the City. WITNESSED: eanne F. Schneider, City Clerk Steward Sandstrom, President 4 CITY OF DUBUQUE Terrance M. Duggan, M DUBUQUE AREA CHAMBER OF COMMERCE airman of the Board ,Sc1aup, Exhibit A Exhibit A Convention and Visitors Bureau Three-Year Plan FY 2000-2003 Environmental Assessment The Convention and Visitors Bureau is the Destination Management Organization responsible for the overall marketing effort to annually draw conventions, group tours and individual visitors to the area. Visitation in all market segments has been fiat or slightly decreased for the past several years, but visitor spending continues to increase. Increased competition for the visitor dollar and more options for visitors challenges all destinations to create new and better product options to capture more market share. Trends in hotel/motel occupancy indicate slower midweek and busier weekends. Meeting and conference business has dropped off due to lack of space to accommodate mid sized conferences and conventions. This drop in business has contributed to a less midweek business. A decrease in the number of motorcoach groups to the area also creates less midweek occupancy. In anticipation of these continued market conditions the Bureau has been actively involved in the development and promotion of America's River. The components of this project have been designed to address the issues the destination faces in creating a 7-day-a-week, four-season destination. Drawing more leisure visitors and convention delegates to the area and adding to the demographic profile of the Dubuque market by adding more family attractions will increase the number of travelers and the amount of their expenditures. By packaging existing facilities with new amenities the Bureau will be able to attract past visitors back to the area and attract new visitors to the area from a broader geographic area and demographic profile. A key part of the packaging process will be to work not only in the local community, but to enlist the talents and resources from the region, Galena/Jo Daviess County, Dubuque County and Southwest Wisconsin to truly make this a national and international destination. Development of the infrastructure and support services to accommodate the visitors we intend to attract will also help ensure that projected visitor numbers are met or exceeded. Individual visitors continue to draw the volume of the total visitation to the Dubuque area. These travelers continue to come to the area on weekends in the summer and Fall months. They are on average over 50 years old, have an average income over $70,000 and come primarily from Chicago, Milwaukee, Madison and Des Moines. The typical travel party to the Dubuque area is about 3.6 people and the average length of stay is 2.8 to 3.2 days. Over 30 % of the travelers that have visited the Iowa Welcome Center plan to make a return visit sometime in the next year. Travel party spending per day is in excess of $200. Exhibit A Individual Traveler Marketing issues to be addressed: · This segment will need to be tapped heavily to reach visitor projection numbers for America's River. · Local and Regional partnerships of cooperative advertising will have to play a key role in increasing reach and frequency of the consumer advertising placement. Adventure travel is evolving as a trend that draws significant numbers of younger travelers to an area. Dubuque is positioned well to start to tap that new market trend with the extension of the heritage trail and many outdoor activities. · This type of traveler has shown significant interest in history as well, which will also be of tremendous benefit to Dubuque. · Budget dollars will be stretched to accommodate all potential segments necessary to attract 500,000 additional visitors. Group Tours provide limited options for increasing mid week leisure business to the Dubuque area. Group tour numbers have been difficult to track due to lack of a reporting mechanism and the fluctuation of this segment of the market. Group Tour business is driven to areas that offer something new. Recent travel and tradeshows indicate significant interest in reintroducing Dubuque as an attractive group tour destination. The diversity of the programming of the Mississippi River Discovery Center will lend itself to the ability to attract leisure tours, educational tours, soft adventure travel, environmental tours, etc. Niche markets will arise as a way to tap the group market and offer a one of a kind group tour experience. Group tour travelers are not typically the top spenders of all the segments but they provide mid week business and increase volume. By attracting niche market group tours daily average spending could be increased significantly. Group Tour Marketing Issues to be addressed: · Use of resoumes in the most effective markets to provide the biggest return on investment. · Identifying niche markets and targeting those markets effectively. · Increasing group tour traveler spending. · Increasing the cooperative effort regionally for wider representation. Exhibit A Develop and Implement 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: Conduct Sales Programming targeting tour operators to generate tour series and mid-week business. Strategy 1: Target group leaders and tour operators in Iowa, Illinois, Wisconsin and Minnesota featuring America's River. Action step: Attend National Tour Association, American Bus Association, Bank Travel Management, National Heritage Peer and Iowa Bank Travel Shows. - Annually Action step: Attend Touriffic travel show in Minneapolis - Fall 2001 Action step: Coordinate print advertising in Bank Travel Management Magazine. - Semi Annually Action step: Coordinate print advertising in Destinations and Courier Magazines - 2002103 Action step: Coordinate advertising in Group Travel Leader Magazine - December 2002 Action step: Coordinate advertising in Going on Faith Magazine - 2002/2003 Action step: Coordinate advertising in Iowa Group Tour Manual - annually Action step: Coordinate advertising in Great Lakes Great Lakes Group Tour Magazine -2003 Action step: Host tour operators and bank planners on familiarization tours 2-4 times - annually Strategy 2: Develop group services to package everything the area offers. Action step: Provide advertising opportunities to members on website targeting groups - Annually Action step: Provide itineraries to group planners. Action step: Keep file of package options provided by members and email new options quarterly. Exhibit A Strategy 3: Redevelop past business. Action step: Send promotional mailings to alert operators of new opportunities for groups. Action step: Make sales calls on clients and assist with promotional materials. Action step: Send America's River direct mail campaign to clients. Sept 2002 Strategy 4: Provide group leaders and tour operators with promotional materials. Action step: provide updated group tour manual, CD ROM, video and America's River materials. April 2002 Action Step: Place America's River information in all fulfillment pieces. 2001/2002 Action Step: Place America's River on the front cover of all fulfillment pieces 2002/2003 Strategy ,5: I~onitor industry trends on traveler spending patterns and areas of interest. Action step: Continue to receive information from the Division of Tourism and IACVB. Strategy 6: Actively evaluate advertising results. Objective B: Develop leisure business to increase in visitor spending to Dubuque by targeting individual travelers in Chicago, Madison, Milwaukee, Rockford, Peoria, Bloomington, Quad Cities, Waterloo, Cedar Rapids and Des Moines. Strategy 1: Place print advertising in magazines and newspapers to generate inquiries in target markets. Action step: Placements in Milwaukee Journal, Wisconsin State Journal, Des Moines Register, Chicago Daily Herald and Chicago Sun Times special travel sections. Spring/Annually. Action step: Display placements featuring America's River in the Chicago Tribune, Sun Times, Milwaukee Journal Exhibit A Spring 2003 Action step: Place advertising in State Coops: Meredith package, Midwest Living, AAA Home and Away. Spring annually and 2003 America's River feature Strategy 2: Place Internet advertising in travel publications and newspapers to generate inquiries. Action step: Place in Des Moines Register, Wisconsin State Journal, Milwaukee Journal Iowa Travel Guide on line, Chicago Tribune and Chicago Sun Times on line annually. Strategy 3: Maintain website information to allow access to visitor information 24 hours a day. · maintain our travel Dubuque website · transform America's River website to a marketing site as a fulfillment venue for advertising inquiries Action step: Implement package advertising option for members. Annually Action step: Add and maintain America's River link and feature to site 2001/2002/2003 Strategy 4: Offer cooperative advertising opportunities to members whenever possible to maximize the advertising buys and exposure. Action step: Illinois 20 billboard program Annually Action step: Explore Midwest newspaper insert on America's River Spring 2003 and 2004 Strategy 5: Monitor industry trends in consumer spending patterns and areas of interest. Action step: Receive reports from Iowa Division of Tourism on annual spending patterns. Strategy 6: Assist visitors at year round Iowa Welcome Center to promote the community at large. Action step: Open and Maintain visitor center location with gift shop. Strategy 7: Provide visitor guide as a fulfillment piece for ad placements and as a companion piece for group and convention marketing. Action step: Print guides with America's River preview in 2001/02 Action step: Redesign and Print guides with America's River on Cover in 2002/03 Exhibit A CONVENTION MARKETING Summary With the development of America's River, Dubuque is poised to become the premiere meeting and convention destination in the Midwest. Currently as in years past, the size and quality of Dubuque's meeting and conference facilities has limited the type and magnitude of meeting and convention business the Dubuque Chamber of Commerce- Convention and Visitors Bureau could attract to the area. With the addition of America's Riverfacilities, Dubuque can now market itself as a destination for groups in the range of 100 to 1,200 delegates. The 114,000 square foot Mississippi River National Education and Conference Center, the adjacent 200-room luxury Mississippi Riverfront Hotel and Indoor Waterpark along with The Mississippi River Discovery Center and Mississippi Riverwalk Amenities will offer meeting and convention delegates state of the art meeting facilities and unlimited leisure off-site and activities on the Mississippi River. According to the 2000 International Association of Convention and Visitors Bureau (IACVB) Foundation Report, the average convention or trade show delegate spends $208 per day in smaller metropolitan areas with populations of less than 500,000. Overall spending average is $247 per day for convention/trade show delegates. With the addition of America's River the economic impact generated by convention and meeting business is projected to increase dramatically. As America's River becomes a reality, the Dubuque Area Chamber of Commerce Convention and Visitors Bureau faces marketing challenges including the need to: Change the image of Dubuque in the minds of meeting and convention planners from a picturesque community with limited facilities to a premiere destination for large conventions and meetings in the 500-600 delegate range offering state of the art facilities and luxurious accommodations on the Mississippi River. Maintain Dubuque's current market as a quaint, picturesque and entertaining destination for smaller to medium groups in the 100-200 range. Develop marketing strategies to increase awareness of Dubuque as a convention site for larger groups in the 500-600 delegate range. Develop a strategic marketing alliance with the National Education and Conference Center, the Mississippi Riveffront Hotel and the Mississippi River Discovery Center. Develop a strategic marketing alliance with the Five Flags Center to attract sports, entertainment and other groups to the Dubuque area as appropriate for the groups' needs and the facilities. As it adapts to these challenges the Convention Marketing Department has the following goal: Exhibit A Direct sales and marketing initiatives, targeting groups over 200 delegates, to generate 5,000 meeting, conference, and convention room nights annually. Objective C: Market Dubuque as a meeting and convention destination in Chicago, Des Moines, Milwaukee, Madison and Rockford and implement a successful comprehensive marketing plan for the Convention Marketing Department that incorporates America's River. Strategy 1: Maintain focus on small to medium size meetings. Action Step: Target associations, reunion and corporate groups in Iowa, Illinois, and Wisconsin - Annually Action Step: Attend monthly ISAE meetings in Des Moines -Annually Action Step: Signup for Dubuque CVB display booth at September 2001 Meeting - Rotate Annually Action Step: Participate in co-op advertising program for ISAE membership Directory - 20011200212003 Action Step: Conduct sales calls in Des Moines area - monthly Action Step: Attend bi-monthly CTA meetings - 2001/2002/2003 Action Step: Conduct sales calls in Rockford area - bi-monthly Action Step: Participate in Rockford/CTA Travelganza bi-annually with booth set-up and sales blitz - 2003 Action Step: Attend WSAE meetings as appropriate - 2001/2002/2003 1) Identify leads in Madison - 2) Send promotional materials to leads 3) Follow-up with phone calls 4) Action Step: Conduct Sales calls in Cedar Rapids and Iowa City - 2002/2003 Action Step: Identify leads for SMERF groups and coordinate quarterly mailings 2001/2002/2003 Strategy 2: Aggressively market to national, state and regional conventions in the 100-1200 delegate range. Action Step: Attend annual April HSMAI Affordable Meetings in Chicago and send follow-ups to leads within 5 days of conference - 2002/2003 Action Step: Attend MPI meetings as scheduled - annually Exhibit A Action Step: Attend HSMAI Affordable Meetings in St. Louis - September 2002 Action Step:Coordinate distribution of promotional materials - 2001/2002/2003 A. America's River brochure B.Profiles of Dubuque C.America's River shells D.Written summaries of America's River E.Meeting Planner and Group Tour Manual F.CD-ROM G.Promotional video Action Step: Secure editorial calendars and initiate cooperative advertising in target markets through trade publications. A. Midwest Meetings - Fall/Winter Issue - June 2002/2003 B.Midwest Meetings - Spring/Summer Issue - 2002/2003 C.Successful Meetings Magazine - Annually D.Meeting and Convention Magazine - Annually E.Meeting Professionals- Annually Action Step: Participate in state and regional cooperative advertising opportunities - 200112002/2003 A. ICVBA publications B. ISAE Membership Directory C. Mississippi River National Education and Conference Center D. Mississippi River Discovery Center E. Platinum Hospitality - Mississippi River Waterfront Hotel and Indoor Waterpark F. Lodging, meeting facilities and attractions to increase market share at affordable rates. Action Step: In cooperation with Travel Writers Committee, prepare for national media blitz to create awareness of America's River. 2001/200212003 A. Develop common promotional theme 1)Meeting Planner Guide with America's River shell 2)Visitors Guide 3)Video with America's River voice over 4)Mailings with Amedca's River information 5)Convention Services brochure 6)CD-ROM B. Develop sedes of articles about America's Rivertargeting regional and national publications with distribution to convention and meeting planners. 1) Midwest Meetings 2) Successful Meetings Magazine 3) Meeting & Convention Magazine Exhibit A 4) Meeting Professional Magazine 5) Association News Magazine Action Step: Identify new groups with likely affiliations to the Mississippi River--environmental, ecological, marine, governmental and educational and develop send materials to send to groups. Spring 2002 Action Step: Bid conventions in 400 and above range - Annually Action Step: Conduct FAM Tours - 2-4 times Annually Action Step: Conduct site inspection tours for interest groups - 20011200212003 Strategy 3: Focus on the Hometown Hero Campaign as a main source of leads for meeting and convention business. Action Step: Educate and engage the community in the sales and marketing process. - 2001/2002/2003 A. Obtain and distribute delegate statistics including occupancy trends, annual attendance figures and databases of qualified leads. 20011200212003 B. Create media awareness and develop ad campaign strategy to tie in with America's Riverand to support sales calls. - Fall 2001/2002/2003 Action Step: Develop local contacts through service clubs, state associations and Chamber of Commerce members 2001/2002/2003 Action Step: Identify all local leads Fall 20011200212003 Action Step: Create quarterly direct marketing promotions focused on target market Fall/Winter 2001 Action Step: Send quarterly mailings and conduct phone surveys to leads.- Fall/Winter 2001/2002/2003 Action Step: Conduct focus groups and sales blitz -Winter 2002/2003 Action Step: Set up FAM Tour for local contacts - Spring 2002 Action Step: Work with Convention Marketing Committee to follow-up with leads. Spring/Summer 2002 Exhibit A Strategy 4: Redevelop past business Action Step: Identify and contact all past bookings - Fall/Winter 2002 A. Conduct survey of customer needs B. Send Amedca's River promotional materials Strategy 5: Recapture lost business Action Step: Inventory database for lost business. - 2001/2002/2003 A. Conduct survey of customer needs B. Send follow-up materials Strategy 6: Maintain convention services to package everything the area offers. Action Step: Develop a more efficient coupon book system using bar codes or access code - February 2003 Action Step: Increase participation of area businesses in coupon book by 10% - March 2002/2003 Action Step: Research new promotional items for America's River- May 2002 Action Step: Develop more itineraries incorporate America's River attractions - Fall 2002/2003 Strategy 7: Continue to provide follow-up materials to meeting planners Action Steps: Mail promotional materials to ICVB leads - weekly Action Steps: Send ICVB leads to area lodging facilities and attractions - monthly Strategy 8: Maintain sports marketing as facilities allow. Action Steps: Continue to market Dubuque as site for Iowa Winter Games 2001/2002/2003 Action Steps: Identify sports organizations leads for sports groups - 2001/2002/2003 Action Step: Work with Five Flags and colleges to develop NCAA contacts - 2001/2002/2003 Action Step: Develop promotional letter and materials to send to sports organizations - 2002/2003 Action Steps: Maintain an inventory of facilities and fields available for use - Annually Exhibit A Strategy 9: Monitor delegate spending patterns and areas of interest. Action Step: Use IACVB statistics to monitor delegate-spending patterns Annual distribution after report is completed by IACVB Action Step: Record delegates areas of interest through convention services - Annually Strategy 10: Update competitive analysis Action Step: Conduct an annual survey- Annually Objective D: Market area festivals, events, and attractions to generate visitors to the area. Strategy 1: Provide ongoing media relations assistance to festival organizers. Action step: Write press releases and provide media contact information. Strategy 2: Provide resources to festival and event organizers. Action step: Serve and a clearing house for event dates and work with city to develop festival application process. Strategy 3: Develop support materials to distribute to visitors. Action step: Print 25,000 4-color, semi-annual calendars, include annual dates in visitors guide and provide dates and descriptions on line. Strategy 4: Continue to look for new opportunities to host events. Objective E: Provide services to film and commercial producers as needed. Strategy 1: Customize fulfillment as requested by production companies. Strategy 2: Set up scouting site visits for production companies. Strategy 3: Service as a clearinghouse when Dubuque area is selected as a film location. Exhibit A The Convention and Visitors Bureau will increase local, regional, national and international awareness of the Dubuque area and America's River by 2003. Awareness Development has always played a key part in the marketing of Dubuque. Creating awareness needs to take place on two levels, locally and nationwide, to draw visitors and keep them coming back. Providing outstanding customer service is the number one way that a destination can ensure return visits. Although customer satisfaction levels remain high, training of the entire community will be a critical part of creating a positive first impression on visitors. The America's River project will demand that Dubuque be prepared for not only a regional audience but an national and international audience. Area residents will also need to be educated on the importance of the tourism industry and the impact that America's River will have on our area. Our local hometown heroes are one of our best sources of advertising when they know what their own community offers and they take pride in it. Awareness development will also need to take place outside the community. Contact with regional and national media will play a significant role in attracting coverage and visitation to Dubuque. Travel media coverage is a destinations most credible source of promotion. New attractions of the magnitude of America's River will give Dubuque the opportunity to attract National and even international media attention. The cultivation of contacts will need to take place in advance of the opening of the project elements to ensure that maximum coverage is achieved. Using a professional Public Relations agency should be given strong consideration. Objective A: Provide community and tourism industry preparedness programming and visitor services to ensure visitor satisfaction. Strategy 1: Develop a series of training opportunities based on employee needs. Action step: Implement/maintain customer service program in partnership with Clarke College. 2001/2002/2003 Action step: Educate tourism industry on training options. Action step: Implement Welcoming the World program Winter and Spring 2002 le: Service Excellence and Passport to Fun Campaign Strategy 2: Continually monitor the quality of the visitor experience. Action step: Implement Gold star program with Clarke College. Action step: Distribute survey to visitors randomly to determine experience. Exhibit A 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 district sign concepts. Fall 2001 Strategy 3: Implement final design and installation of signs in cooperation with the City of Dubuque, Spring-Fall 2002 Strategy 4: Set a criteria and process for review by the signage committee for future sign requests. Strategy 5: Work with the city on efforts to install pedestrian signage. Objective C: Promote tourism networking. Strategy 1: Re-instats tourism industry meetings in connection with CVB committee meetings. Action step: Hold quarterly meetings on the following topics America's River, Customer Service Training, Downtown Development and Destination Marketing. 2001/2002/2003 annual program. Strategy 2: Develop and encourage cooperative sales effort Action step: Conduct sales blitz trips in conjunction with travel shows. Annually Strategy 3: Encourage business packages and promotions. Action step: Provide package information to inquiries. Objective D: Enlist local residents to become a sales force for tourism. Strategy 1: Expand the Hometown Hero Campaign. Action step: Maintain current program Action step: Launch Passport to Fun Campaign Strategy 2: Promote a "Tourist in Your Own Town" Campaign Action step: Cultivate tourism story ideas for local media exposure Action step: Explore bill stuffers with visitor information Action step: Visitor passport program for local residents Exhibit A Objective E: Increase awareness utilizing the travel media. Strategy 1: Provide promotional materials to the travel media interested in the Dubuque area. Action step: Prepare and distribute media kits including materials on America's River Strategy 2: Provide ongoing information to travel writers and media Action step: Send press releases to targeted national and regional media on America's River Action step: Send special direct mail promotion to targeted list of writers and media to promote America's River. Action step: Make calls to targeted media to promote America's River and invite them to America's River opening. Action step: Host FAM trips for media to see the area and America's River Action step: Secure calendars of publications advertised in and pitch story ideas for additional coverage for group and meeting business as well as consumer travel. Strategy 3: Develop opportunities for international media exposure. Action step: Develop contact list and send mailings, email and make phone calls to pitch coverage of America's River. Strategy 4: Maintain a clipping service and database for tracking of editorial coverage. Action step: Form and maintain database sub committee for constant review of contact information. Encourage and support new attraction development in the Dubuque area. Exhibit B SCHEDULE FOR ANNUAL AND 3-YEAR REVIEW OF CVB MARKETING PLAN Annual Review of Marketing Plan November America's River marketing committee submit to CVB Advisory Board suggestions for marketing plan. City receives Hotel/Motel tax figures December Annual marketing plan reviewed by CVB staff and Advisory Board Review marketing plan with Chamber of Commeme Board January CVB holds worksession with City Council second Council meeting in January to review annual marketing plan and annual budget including detailed cost of any goods, services, overhead, or office space purchased from the Chamber of Commerce. City Council provides direction for any modifications. February CVB boards modifies plan to incorporate City Council input. Chamber of Commerce Board review and approve plan. CVB present plan to City Council during Pumhase of Services budget hearing. 3-Year Review of Marketing Plan October CVB holds planning session with community and tourism stakeholders. Purpose of session is to conduct SWOT analysis of current plan, identify key issues and themes and break into focus groups to further develop steps under each of the key issues. Oct - Nov Individual focus groups conduct series of meetings to review key issues and actions steps needed. This information is submitted to CVB staff for summary and distribution to CVB advisory board. December Representatives from each focus group participate with CVB staff and Advisory board at annual marketing plan review meeting. Dec - Feb Follow annual marketing review schedule as identified above.