CAT Marketing Grant Application_Mines of Spain, City Trail SystemMasterpiece on the Mississippi
Dubuque
All- AmaicaCity
1
2007
TO: The Honorable Mayor and City Council Members
FROM: Michael C. Van Milligen, City Manager
SUBJECT: CAT Marketing Grant Application for Mines of Spain and City Trail System
DATE: October 26, 2010
Planning Services Manager Laura Carstens recommends City Council approval of a
$15,000 Community Attraction and Tourism (CAT) Marketing Grant application for
marketing the Mines of Spain and the City's bilingual bike /hike trail system. The Mines
of Spain will be the primary focus of the CAT Marketing Grant. The City's trail system,
which connects to the trail system in the Mines of Spain, will be the secondary focus of
the marketing grant. A local match of $15,000 is required and the Convention and
Visitors Bureau will provide the entire local match.
I concur with the recommendation and respectfully request Mayor and City Council
approval.
MCVM:jh
Attachment
cc: Barry Lindahl, City Attorney
Cindy Steinhauser, Assistant City Manager
Laura Carstens, Planning Services Manager
Michael C. Van i i g en
Masterpiece on the Mississippi
The maximum grant is $15,000. A local 1:1 match is required. The Convention and Visitors
Bureau will provide the entire local match of $15,000.
Enclosures
cc: Marie Ware, Leisure Services Manager
Doug OIk, President, Friends of the Mines of Spain
Wayne Buchholtz, Park Ranger, Mines of Spain
Keith Rahe, Director, Convention & Visitors Bureau
Dubuque
Itattd
AN- America City
11 11 1 F
2007
TO: Michael Van Milligen, City Manager
FROM: Laura Carstens, Planning Services Manager -- Fi-(6C-J
SUBJECT: CAT Marketing Grant Application for Mines of Spain and City Trail System
DATE: October 20, 2010
INTRODUCTION
This memorandum transmits a Community Attraction and Tourism (CAT) Marketing Grant
application for City Council review and approval. The application is for marketing the Mines of
Spain and the City's bilingual bike /hike trail system. The application and a resolution are
enclosed.
DISCUSSION
The CAT Marketing Grant program is designed to assist communities in the development and
creation of attractions or tourism facilities. The program is to be used for the marketing of Vision
Iowa CAT projects.
Eligible applicants include a city, county, or non - profit corporation. The City and the Friends of
the Mines of Spain jointly received a CAT grant for the expansion of the E. B. Lyons Interpretive
Center at the Mines of Spain. In accordance with the grant program requirements, the Mines of
Spain will be the primary focus of the CAT Marketing Grant. The City's trail system, which
connects to the trail system in the Mines of Spain, will be the secondary focus of the marketing
grant.
The City Council and the Friends of the Mines of Spain do not need to provide any match for the
grant. Applications are due November 15, 2010.
RECOMMENDATION
I recommend that the City Council approve the enclosed CAT Marketing Grant application and
resolution for the Mines of Spain and the City's bilingual trail system.
Prepared by: Laura Carstens, Planning Services Manager Address: City Hall, 50 W. 13th St Telephone: 589 -4210
Return to: Jeanne Schneider, City Clerk Address: City Hall, 50 W. 13th St Telephone: 589 -4210
RESOLUTION NO. 430-10
SUPPORT OF CAT MARKETING PROGRAM GRANT APPLICATION FOR THE
MINES OF SPAIN AND CITY BILINGUAL TRAIL SYSTEM
Whereas, the Community Attraction and Tourism (CAT) Marketing Grant program is
designed to assist communities in the development and creation of attractions or tourism
facilities;
Whereas, the City of Dubuque and the Friends of the Mines of Spain jointly received a
CAT grant for the expansion of the E.B. Lyons Interpretive Center at the Mines of Spain; and
Whereas, the City of Dubuque's bilingual bike /hike trail system connects to the trail
system in the Mines of Spain to create a community attraction; and
Whereas, the City of Dubuque supports marketing these facilities to take advantage of
economic development opportunities in tourism, and strengthen the community's
competitiveness as a place to work and live.
NOW THEREFORE, BE IT RESOLVED BY THE CITY COUNCIL OF THE CITY OF
DUBUQUE, IOWA:
Section 1. The Mayor is authorized to sign and submit this grant application to Vision
Iowa for CAT Marketing Grant Program funding for the Mines of Spain and City Bilingual Trail
System.
Att
Passed, approved and adopted this 1st day of Nov
eanne F. Schneider, CMC, City Clerk
F: \USERS\LCARSTEN \WP \Mines of Spain \CAT Marketing Grant \CAT Marketing Grant Resolution.doc
Roy D. Buol, Mayor
PART 1
Applicant & Project Information
Return Completed Application to:
Vision Iowa Program Manager
Iowa Department of Economic Development
200 East Grand Avenue, Des Moines, Iowa 50309 -1819
515.725.3197 (phone)
515.725.3010 (fax)
alaina.santizoaiowa.gov
Organization (must be a Vision Iowa Recipient): City of Dubuque
Contact Person: Cindy Steinhauser Title: Assistant City Manager
Address: 50 W. 13 Street
City: Dubuque State: Iowa Zip Code: 52001
Telephone: (563)589 -4110 FAX: (563) 589 -4149
E -mail csteinhacityofdubuque.orq
Project website (required): www.cityofdubuque.orq
Total Advertising Placement Cost: $30,000
Amount Requested (cannot exceed 50% of total or $15,000): $15,000
Local Match Amount: $15,000
Source of Local Match (cannot be state funding): Convention & Visitors Bureau
Description of Advertising Project: The project will market the newly expanded E.B. Lyons
Interpretive Center at the Mines of Spain, a CAT grant funded project, as the primary focus, and
the City of Dubuque's bike /hike trail system, which connects to the trail system in the Mines of
Spain as a secondary focus.
When was financial assistance received from Vision lowa/CAT? March 11, 2009
How much was received from Vision lowa/CAT? $440,000
Vision lowa/CAT/RECAT Contract #: 09 -CATF -025
3
PART 11
Advertising Project Description
Eligible advertising:
Print media (newspaper and magazines) — Please include the name and location of the print
medium, specific insertion dates of the ad (do not clump insertion dates such as Feb - April), and
size of ad.
Radio — List the name and location of the radio station, the air dates (do not clump insertion
dates in to months such as Feb - April), and the length as well as the frequency. (If exact
dates /times of radio buys are not confirmed, please include a tentative schedule.)
Television — Include the name of the station, location, dates ad will run (do not clump insertion
dates into months such as Feb - April), and length of ad. (If exact dates /times of television buys
are not confirmed, please include a tentative schedule.)
Online /new media advertising — List the vendor's Web site and /or the new media that will be
used and the dates the ad will appear.
1. Describe what advertising you will place, from the above list, and what Vision Iowa /CAT
project your advertising will promote. PLEASE NOTE: awards will be made contingent
on the ads crediting the Vision Iowa Program for the cooperative effort. (5 points)
a. Attach a copy or mock up of the ad (for print and online ads) or ad copy /script
(for broadcast).
The City of Dubuque has a long standing commitment to a citywide bike /hike network that is
accessible to all. Our continued efforts to advance theses systems in Dubuque have turned our
trails and community into a more sustainable, recreational and environmentally friendly place to
live, work and play. The City of Dubuque has invested a significant amount of effort to create 14
miles worth of networks of on street biking routes and off road trails that connect to parks,
riverfronts, downtown, neighborhoods and more. In 2010, Dubuque completed a bilingual trail
signage project, one of the first in Iowa and the Tri -State area, with wayfinding kiosks, trailblazer
sings, and trail system brochures in English and Spanish.
One renown land mark that connects biking routes to the hiking trails is the Mines of Spain and
E.B. Lyons Interpretive Center. The Mines of Spain and E.B. Lyons Interpretive Center is a National
Historic Landmark that educates the public on nature, ecology, conservation and improving the
visitors experience through outdoor hiking trails, educational land markings and an interpretive
center.
The Vision Iowa CAT Grant will prolong our actions by creating greater visibility of these services
both locally and nationally. The advertising used through this funding will serve to draw visitors,
showcase existing opportunities to locals, promote our unique bilingual trail signage and the City
as a nature and outdoor based community to serve your hiking and biking needs. The advertising
project will help promote a positive experience for visitors and to heighten the awareness of our
connected biking and hiking trails. With the privilege of having this opportunity to complete the
Vision Iowa CAT grant, these gaps of fulfilling our marketing needs of hiking and biking trails in
Dubuque can be met. This project will help promote these services recreationally, athletically,
encourage healthy life styles and to gain recognition of our accommodating and easy to find trails
and bike routes.
The project will be marketed by both print and web. Specifically, ads will be placed on
Traveldubuque.com, and magazine issues including Midwest Tourism Association, Des Moines
Register, Midwest Living, The Iowan, Northwest Quarterly and Iowa Outdoors. Online ads will be
placed on yahoo.com, gazetteonline.com and google adwords. All ads will credit the Vision Iowa
CAT Grant as a generous supporter of the hiking /biking trail promotion. See enclosed mock up
ads for additional details.
4
2. Describe how this advertising relates to your overall marketing efforts and why you
believe it will be successful. (5 points)
a. Identify your target market for advertising and specifically identify the target
market for the advertising that this grant would support. Indicate if this is a new
target market or market expansion of a current target market for your
organization. (10 points)
b. Include how the advertising will reach your target market and audience and how
your marketing efforts will compliment your organization's regional and /or
statewide advertising efforts. (10 points)
i. Describe why and how you selected the medium to use.
ii. Explain the estimated number of people the advertising will reach.
iii. If available, attach a copy of your organizationscomprehensive marketing
plan.
The redevelopment of hiking and biking trails in Dubuque has been an ongoing project in which
we continue to market in order to enhance the visitor experience. The Mines of Spain and E.B.
Lyons Interpretive Center recently completed an expansion to their interpretive center and feature
a 15 acre wetland full of hiking trails, prairie land, forest, creeks, connecting bike trails and more.
This project remains one of our advertising focal points as it is a primary draw for both residents
and visitors and to continue to promote Dubuque as a leisure and outdoors community. This
project provides us with an opportune position to maximize our marketing efforts by calling out
our services offered through the Mines of Spain, connected bike trails, to credit our bilingual trails
and to define Dubuque as a destination complete with hiking and biking activities.
Current projects being advertised from the above services include, the Dubuque Area Visitors
Guide, the schedule of events which are distributed throughout Dubuque County on a weekly
basis highlighting the things to see and do in the area, Dubuque Chamber e.sheets, a service
offered to Chamber members to inform over 1,800 member reps about their business, services or
upcoming events and Traveldubuque.com. This campaign will expand our current target margins
by reaching greater populations throughout Eastern Iowa, the Midwest and beyond through our
Visitors Guide. Although we market some relating to the hiking and biking trials, this grant offers a
new avenue to reach our target market of families, groups, outdoors people and individuals to
broaden our base.
Most commonly, the family, group and individual traveler will refer to an area Visitors Guide,
tourism and /or publication, news paper or the web to be referred to these types of services, which
is why we chose this medium. Based on our efforts we will reach over an estimated 1.8 million
viewers through print ads and over 300,000 online viewerships. Advertising will reach our targeted
audience between March and July as those months are the most critical time periods to engage in
hiking and biking activities. See the enclosed attachment of our comprehensive marketing plan.
3. Describe how you will track and measure the effectiveness of your advertising; this
information is required for your 60 day post- advertising report. (20 points)
a. Examples of tracking might include the number of inquires received, web site
user sessions, guest book signatures, attendance Togs, etc.
b. Explain how you will fulfill requests for information generated by the advertising.
Our campaign success will be measured through inquiries with the Dubuque Welcome Center
visitor log on where they are coming from and why and will also track requests by phone and e-
mail. Success will also be measured through feedback from visitors at the Mines of Spain and E.B.
Lyons Interpretive Center. Attendance numbers will be taken from the Mines of Spain and E.B.
Lyons Interpretative Center and traffic numbers throughout biking trails. Daily visits to
5
MediaNendor
Amount
Attachment #
Mission Creative Marketing
Firm
$30,000
#1
TOTAL
$
Source
Amount
Attachment #
Dubuque Convention &
Visitors Bureau
$15,000
#2
www.traveldubuque.com and www.citvofdubuque.org will also play a key component in detecting
visitor interests and requests.
4. Provide attendance numbers for the last three years:
Calendar year 2008
Calendar year 2009
Calendar year 2010 (through 9/30)
In 2008 -2010 the park received attendance numbers of 250,000 people visiting the hiking trails,
50,000 in attendance in the interpretative center in 2008 and 2009. In 2010 the interpretative center
hours received 20,000 people in attendance, numbers decreased due to the expansion of the
interpretative center.
PART III
Project Budget
List placement cost(s) and the estimated amount for each vendor. Attach and number quoted
estimate or bid for each item. Quoted totals should match the amount shown below. Add
additional lines if necessary. Design and production costs are not eligible.
List the source(s) of local match funds. Attach documentation of each funding source.
Documentation should include a signed letter of committement or resolution. Matching funds
must be cash. In -kind is not eligible match.
PART IV
Attachments
1. Attach a copy or mock up of the ad, for print publications, or ad copy /script for broadcast
(requested in PART II).
2. Quoted estimate for placement costs (requested in PART 111).
3. Documentation of Local Match (requested in PART III).
4. If your organization has a marketing plan, please attach it.
6
I acknowledge that I have read and understand the application materials and administrative
rules. Further, I give permission to the Vision Iowa board or the Iowa Department of Economic
Development (IDED) to perform due diligence for reasonable evaluation of this proposal. I
understand that all information submitted relating to this application is a public record. I certify
that all representations, warranties, or statements made or furnished in connection with this
application are true and correct in all material respects. I understand that it is a criminal
violation under Iowa law to engage in deception and knowingly make, or cause to be made,
directly or indirectly, a false statement in writing for the purpose of procuring economic
development assistance from a state agency or subdivision.
Printed Name: Roy D. Buol, Mayor
Signature:
Date:
7
Publication
Month
Vendor
Amount
Ad Specifications
Market
Reach (00)
Due Date
Due Date
Midwest Destination Guide
September -11
Midwest Tourism Assocation
$ 3,950.00
Full page, full color ad in Fall/Winter issue
Chicago
77.0
3/18/2011
3/25/2011
Midwest Destination Guide
April -11
Midwest Tourism Assocation
$ 3,950.00
Full page, full color ad in Spring /Summer issue
Chicago
77.0
8/19/2011
8/26 /2011
Vacation lowa
May -11
Des Moines Register
$ 3,260.00
1/2 page, full -color ad inserted in Des Moines Register with statewide distribution.
Iowa
550.0
4/15/2011
4/25/2011
Midwest Vacationer
May -11
Des Moines Register
$ 2,100.00
1/2 page, full -color ad inserted in Des Moines Register with statewide distribution.
Iowa
550.0
4/25/2011
5/5/2011
Best of the Midwest
May -11
Midwest Living
$ 3,019.00
Double Travel Directory placement (4.5" x 4 ") full -color ad
Midwest
140.0
1/25/2011
1/25/2011
The Iowan
May -11
The Iowan
$ 1,075.50
1/2 page, full -color ad in May-June issue - includes non - profit discount (10 %)
Iowa
18.0
3/7/2011
3/14/2011
NW Quarterly
May -11
NW Quarterly
$ 2,470.00
1/2 page, full color ad in NW Illinois & NW Chicagoland editions for the Summer Issue
Chicago
176.0
4/22/2011
NW Quarterly
September -11
NW Quarterly
$ 2,470.00
1/2 page, full color ad in NW Illinois & NW Chicagoland editions for the Fall Issue
Chicago
176.0
7/22/2011
Iowa Outdoors
July -11
Iowa Outdoors
$ 1,025.00
1/2 page, full color ad in July /August issue
Iowa
41.0
5/1/2011
Bike/Hike Trail Campaign
2011 - Print - Tentative Schedule
Original Budget
Dollars Remaining
Budget
Estimated Reservation
Materials
$ 23,319.50
$ 23,500.00
$ 180.50
Prepared by Vicki Dirksen 10/26/2010
Bike /Hike Trail Campaign
2011 - Online - Tentative Schedule
Original Budget
Dollars Remaining
$ 6,530.00
$ 6,500.00
$ (30.00)
Prepared by Vicki Dirksen 10/26/2010
Estimated
Impressions (00)
CPM
Website
Month
Days
Amount
Ad Size
Market
Type
Yahoo.com
June -11
$ 580.00
300x250 pixels
Regional
Behavioral Targeted Display
20.0
$ 29.00
Yahoo.com
July -11
$ 580.00
300x250 pixels
Regional
Behavioral Targeted Display
20.0
$ 29.00
Yahoo.com
August -11
$ 580.00
300x250 pixels
Regional
Behavioral Targeted Display
20.0
$ 29.00
GazetteOnline.com
June -11
$ 1,040.00
300x250 pixels
Cedar Rapids /Iowa City
Display
80.0
$ 13.00
GazetteOnline.com
July -11
$ 1,040.00
300x250 pixels
Cedar Rapids /Iowa City
Display
80.0
$ 13.00
GazetteOnline.com
August -11
$ 1,040.00
300x250 pixels
Cedar Rapids /Iowa City
Display
80.0
$ 13.00
Google Adwords
June -11
$ 750.00
Regional
Search Engine Marketing
Google Adwords
July -11
$ 750.00
Regional
Search Engine Marketing
Google Adwords
August -11
$ 750.00
Regional
Search Engine Marketing
Bike /Hike Trail Campaign
2011 - Online - Tentative Schedule
Original Budget
Dollars Remaining
$ 6,530.00
$ 6,500.00
$ (30.00)
Prepared by Vicki Dirksen 10/26/2010
Part 111
Project Budget
The Dubuque Convention & Visitors Bureau have read and fully agree to match the appropriate funds of
$15,000 for the Vision Iowa CAT Grant. We are proud to commit the specified funds to market and
maximize exposure to the hiking and bilingual biking trails in Dubuque.
4'1i)74ato ro6 loo
(Signature) (Local Match) (Date)
\66-■ rs i) kf2____
(Print Name