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Intent to Apply for Iowa Tourism GrantCity of Dubuque Consent Items # 10. City Council Meeting ITEM TITLE: Intent to Apply for Iowa Tourism Grant SUMMARY: SUGGESTED DISPOSITION: ATTACHMENTS: Description Copyrighted September 20, 2021 City Manager recommending approval to apply for an Iowa Tourism Grant in the amount of $10,000. Suggested Disposition: Receive and File; Approve Intent to Apply for Iowa Tourism Grant-MVM Memo _Memo to MVM re Intent to Apply for Iowa Tourism Grant Program Funding Program Guidelines - Iowa Tourism Grant FY22 Type City Manager Memo Staff Memo Supporting Documentation THE CITY DUOF B TEE Masterpiece on the Mississippi TO: The Honorable Mayor and City Council Members FROM: Michael C. Van Milligen, City Manager SUBJECT: Intent to Apply for Iowa Tourism Grant DATE: September 14, 2021 Dubuque All -America City IN 2007.2012.2013 2017*2019 Economic Development Director Jill Connors requests City Council approval to apply for an Iowa Tourism Grant in the amount of $10,000. The grant requires a 25% cash match and funds have already been identified. If received, the grant will be used to support development of a branding strategy and comprehensive communications campaign that will serve to increase awareness and diversity engagement in arts and culture offerings across the City of Dubuque, elevating Dubuque's reputation as an arts and culture destination. This campaign effort is being lead by the Branding & Communications Working Group of the City's Arts and Culture Master Plan and is a specific strategy identified in that plan I concur with the recommendation and respectfully request Mayor and City Council approval. v Mic ael C. Van Milligen MCVM:jh Attachment cc: Crenna Brumwell, City Attorney Cori Burbach, Assistant City Manager Jill Connors, Economic Development Director THE CITY OF DUB E Masterpiece on the Mississippi TO: Michael C. Van Milligen, City Manager FROM: Jill Connors, Economic Development Director SUBJECT: Intent to apply for Iowa Tourism Grant DATE: 9/13/2021 Dubuque �A•J�etla [i� �I 2007-2012.2013 2017*2019 INTRODUCTION The purpose of this memorandum is to request approval to apply for Iowa Tourism Grant. DISCUSSION The Iowa Tourism Grant (ITG) Program promotes tourism in Iowa by funding tourism - related marketing initiatives, meetings and events that benefit both local economies and the state's economy. Applications are available annually, and preference will be given to those that support the overall marketing plan of the Iowa Economic Development Authority (IEDA) in terms of its target audiences and messaging. The Administrative Rules that govern the program are in Iowa Administrative Code 261.42. Anticipated Amount: $10,000.00 Match Required: Yes Match Amount: $5,000.00 Match Source: Grant requires 25% cash match. Funding source = FY21 carryover recommended by City Manager, awaiting 9/20/21 Council approval. Carryover available due to FY21 savings in activity 10072500 budget. Application Due Date: 9/29/2021 Anticipated Notification Date: 11/19/2021 Anticipated Receipt of money: 1/1/2022 Departments Involved: Economic Development GRANT OBJECTIVE Support development of branding strategy and comprehensive communications campaign that will serve to increase awareness and diversity engagement in arts and culture offerings across the city of Dubuque, elevating Dubuque's reputation as an arts and culture destination. This campaign effort is being lead by the Branding & Communications Working Group of the City's Arts and Culture Master Plan and is a specific strategy identified in that plan. There is a future opportunity to reapply for these funds, at this time. GOAL(S) ADDRESSED Comprehensive Plan: Social and Cultural Vibrancy Outcome(s) Enhance event access and participant diversity Value(s) #xOA; ACTION STEP I am requesting that you approve my recommendation to apply for Iowa Tourism Grant. CC: Jennifer Larson, Director of Budget and Finance Cassie Ross, Assistant Director of Finance JC/jp Iowa Tourism Grant Guidelines The Iowa Tourism Grant (ITG) Program promotes tourism in Iowa by funding tourism -related marketing initiatives, events and meetings that benefit both local economies and the state's economy. Applications are available annually, and preference will be given to those that support the overall marketing plan of the Iowa Economic Development Authority (IEDA) in terms of its target audiences and messaging. IEDA/Iowa Tourism Office Marketing Plan The COVID-19 pandemic has greatly impacted Iowa's tourism and travel industry. Early estimates show that, compared to 2019, spending and tax revenue from Iowa travelers dropped 25 to 30 percent in 2020. Furthermore, Iowa's population has stayed relatively constant in recent years. The state needs to attract more people — visitors and residents — to both explore within and to come to Iowa from other states as the travel industry recovers economically from the pandemic. A significant, multi -phase research study found most people outside Iowa just don't know enough about the state to form an accurate opinion. Current perceptions of Iowa are outdated, but overall neutral, and can be shifted by sharing facts. Sharing information about Iowa's tourism attractions and business -friendly attributes equally increased favorability toward Iowa, interest in visiting and considering Iowa as a place to live. Therefore, IEDA's integrated marketing campaign will continue to deliver consistent messaging about Iowa's benefits for travelers, residents and future residents. IEDA/Iowa Tourism Office Target Audiences • Young adults (Gen Z and Millennials ages 22-29) looking to start and/or grow a career and gain new experiences • Young families (Millennials and Gen X ages 30-39) wanting to make family memories and discover a work/life balance • Middle-aged adults (Gen X and Boomers ages 40-55) with disposable income that may recommend Iowa to younger generations IEDA/Iowa Tourism Office Messaging • Affordability of travel and cost of living/doing business • Economic viability of communities and careers • Natural beauty for visiting and quality of life • Culture and lifestyle from art to festivals, breweries and restaurants Read an overview of IEDA's marketing plan here Eligibility Applicants must be a tourism -related entity based in Iowa. This includes nonprofits, for -profits, cities, counties and regional government and planning entities. Organizations aren't required to be members of their respective tourism region (Central Iowa Tourism Region, Eastern Iowa Tourism Association or Western Iowa Tourism Region) to apply. Applicants may submit one application per funding cycle. The same project cannot receive funding from the ITG program two years in a row. Funding Minimum grant request: $2,500 Maximum grant request: $10,000 • All funds requested must be whole numbers between $2,500 to $10,000 and be in increments of $100. (i.e., $2,500; $2,600; $2,700; etc.) Application Requirements Each application must contain the following: • Applicant name, address, email, phone number, contact person and federal identification number • Description of how the application supports IEDA's marketing plan • Selection of the primary focus of the project o Advertising (i.e., purchasing spots for radio, TV, billboard, newspaper, social media, etc.) o Print production (i.e., signage, postcards, print advertisements, etc.) o Multimedia production (i.e., video, podcasts, animation graphics, etc.) o Event or meeting • Selection of the IEDA Target Audience(s) the project aligns with • Selection of the IEDA message(s) the project aligns with • Documentation that the grant request is consistent with the cost of implementing the project, which includes vendor quotes, bids, advertising rate sheets and invoices (must total at least the grant amount request plus the cash match) • Written documentation establishing the amount and source of the required 25 percent cash match • Completed Minority Impact Statement Form and W9 (both found on the ITG website) • Description of the plan to recognize IEDA/Iowa Tourism Office for its investment in the project o Travel Iowa credit language and logos are at traveliowa.com/logos • Applicants that are an event, attraction, restaurant or lodging facility must have an updated listing on tmvPlinwn rnm Eligible Expenses All project expenses (grant request plus cash match) must directly relate to the implementation of a tourism - related marketing initiative, event or meeting and be incurred within the calendar year (January 2022 — December 2022). Examples of eligible expenses include: • Costs associated with executing marketing tactics and strategies, including planning, design and production of advertising, print materials, digital tools and exhibits for consumer -focused tradeshows Payments to speakers or entertainers, venue rental and equipment rental for tourism -related educational events or meetings If expenses are due before January 1 for events held in early January, those expenses are allowed in the budget and in quotes provided. It is preferred that payments to vendors be made after January 1, but this may not be possible. Grant reviewers will be made aware of this for all projects that fall in January when scoring. Any expense that doesn't directly relate to the project is ineligible for funding. Examples include: • Staff salaries and wages • All travel, meal and lodging costs of staff • Vertical infrastructure and contractors • Equipment and software • Alcoholic beverages • Postage • Solicitation efforts • Marketing programs already subsidized by • Lobbying fees the Iowa Tourism Office or a tourism region • Projects that receive funding from the • Prizes given to participants or attendees Regional Sports Authority District program Scoring Criteria ITG applications receive a score between zero and 100 points. A group of volunteer reviewers affiliated with Iowa's tourism industry determines scores and grant awards. Preference will be given to applications that reach IEDA's target audience(s) and align with IEDA messaging. Project Information — 20 Points Explain the project, the timeline for implementation and how state funds will be used. Remember to include how the project aligns with IEDA's marketing campaign. Economic Impact and Ability to Promote Tourism Industry Growth — 20 Points Describe how the project supports the mission of the Iowa Tourism Office and how the project is part of the applicant's broader marketing strategy to increase tourism's economic impact. The mission of the Iowa Tourism Office is to grow the state's economy through travel expenditures. Use numbers —economic impact, ROI, attendance, number of households/people reached, etc. —where applicable. Innovation — 20 Points Describe the innovative qualities of the project. If the application is not for a new marketing initiative or event, explain how the proposed project will enhance the current marketing initiative or event. Special consideration will be given to projects that utilize new media tactics (i.e., video, podcasts, etc.) to connect with IEDA's target audiences as detailed in IEDA's marketine clan. Need —15 Points Explain the need for funds to implement the proposed project. Provide information on other funding sources, including both successful and unsuccessful requests. State whether the project will continue without an award. Sustainability-10 Points Describe plans to continue and sustain the project upon completion of the grant. Include how the project's success will be measured and how the project's benefits will be utilized for future marketing endeavors. Budget —10 Points Budget must be relevant to the project. Provide clear documentation of planned project expenses. Collaboration — 5 Points An application that represents a collaboration of multiple entities will receive five points. A collaborative application has multiple partners investing in the project. Required Records Grantees must submit invoices for eligible project expenses and proof of payments that total to at least the grant award amount plus the 25 percent minimum cash match. Grantees must also provide examples of how the Iowa Tourism Office's investment was acknowledged. Projects that come in under budget or cannot produce eligible invoices will not be reimbursed fully for the awarded grant. All project contracts run January 1, 2022 - December 31, 2022. Final reports are due by the deadline provided in your contract administered by the corresponding travel region.