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Conv & Visitors Bur 3 Yr budgetJanuary 26, 2003 Mayor Terry Duggan City Council Members City of Dubuque 13th and Main Streets Dubuque, IA 52001 Dear Mayor and Council Members, The Dubuque Area Chm~aber of Commerce Convention and Visitors Bureau is submitting the new three year plan and the budget for FY2004-05 prior to our work session scheduled for Monday, February 2, 2004. These documents were unanimously approved at the Convention and Visitors Bureau Advisory Board meeting on January 20, 2003 and at the Chamber of Commerce Board meeting on January 22, 2004. This budget reflects the Convention and Visitors Bureau request of 50% of the hotel/motel tax which increased dramatically over the last fiscal year due to the promotion of the America's River project. Thank you for your ongoing support of the tourism industry. ~lewara banastro~ President and CEO 300 Main STREET SUITE 200 P.O. BOX 705 DumyQtm, IA 52oo4-o7o5 (563)557-92oo (563)557-~59~ E-MALL: INI:o~TRAvELDIJBUQUE.COM WEB SITE: WwW. TRAvELDuBIJQUE.COM Convention & Visitors Bureau Three Year Goals FY2005- FY2008 Goal I Increase the number of travelers to the Dubuque area from 1 million to 1.5 million and travel expenditures to the area from $167 million in 2002 to $177 million by FY2008 as reported by the IDED Tourism Impact Reports. Objective A-Continue implementation of an annual integrated marketing campaign in target markets to position the Dubuque area as a recreational, scenic and historical getaway for multi-day trips in cooperation with our regional pampers. Strategy 1: Place advertising in magazines, newspapers, and on radio in target markets. Strategy 2: Place intemet ads as a value added component to print media buys. Strategy 3: Maintain web site information to allow access to visitor information 24 hours a day. Strategy 4: Offer coop advertising opportunities to members to maximize ad buys and exposure. Strategy 5: Monitor industry trends in consumer spending patterns and areas of interest. Objective B-Develop consumer promotions to promote seasonal, themed, and unique options to encourage new and return visits to the area. Strategy 1: Develop themed packages Strategy 2: Create bounce back coupon program Objective C-Provide visitor assistance and increase the number of travel parties seeking information at the Iowa Welcome Center by 25% as reported by monthly Iowa Welcome Center reports. Objective D: Market area festivals, events, and attractions to generate visitors to the area. Strategy 1: Provide ongoing media relations for festivals Strategy 2: Provide resources to festival and event organizers Strategy 3: Develop support materials to distribute to visitors Objective E-Provide Visitor Guide and Calendar of Events brochures as fulfillment pieces to ad placements. Goal H Promote the Dubuque area as a multi-day group tour destination to generate 3,000 mid-week group tour room nights annually. Objective A-To increase the number of group tours and the length of group stays by offering multi-day itineraries and group packages. Strategy 1: Develop themed itineraries to provide to group planners. Strategy 2: Work in cooperation with industry members to offer package promotions. Objective B-Target group leaders in Iowa, Illinois, Wisconsin, Minnesota and national tour operators. Strategy 1: Attend National Tour Association, American Bus Association, and Bank Travel Strategy 2: Coordinate coop advertising opportunities with members Strategy 3: Send direct mail pieces Strategy 4: Make sales calls on potential customers Strategy 5: Host site tours and FAM trips Objective C-Provide tour operators and group leaders with promotional materials. Strategy 1: Update marketing materials armually · Group tour manual, CD-Rom, and Video Strategy 2: Develop coordinated package promotional piece to showcase member packages Objective D-Monitor industry trends on traveler spending patterns and areas of interest. Goal III Promote the Dubuque area as a state-of-the-art meeting and conference destination to generate 10,000 conference room nights annually. Objective A-Maintain focus on small to medium sized meetings. Strategy l: Wisconsin Strategy2: Strategy3: Strategy4: Strategy5: Strategy6: Target association and corporate groups in Iowa, Illinois, and Attend monthly association meetings Coordinate cooperative ads in targeted trade publications Maintain sales promotions in target markets Attend tradeshows in target markets Maintain current database of leads 2 Objective B-Aggressively market to national, state and regional conferences in 400+ delegate range. Strategy 1: Attend regional and natiorml trade shows Strategy 2: Bid conventions in 400+ delegate range Strategy 3: Conduct site tours and FAM tours for meeting planners Strategy 4: Continue to identify new groups with affiliations to the Mississippi River Strategy' 5: Coordinate coop ads in trade publications Strategy 6: Purchase lead lists and conduct telemarketing promotions Objective C-Focus on Hometown Hero Campaign as a main source of leads for meeting and conference business Strategy 1: Develop local contacts through corporate business, clubs, state associations, and educational institutions Strategy 2: Implement annual Hometown Hero monthly plan of action Objective D-Develop promotional materials to send to planners and delegates Strategy 1: Update Meeting Planner Guide annually Strategy 2: Create Bounce back coupon annually Strategy 3: Update Coupon Book annually Strategy 4: Update Services Brochure annually Objective E-Monitor industry trends and delegate spending patterns through the Iowa Convention & Visitors Bureau. Objective F-Develop Convention Servicing Program to promote area activities and to enhance the overall group experience. Strategy 1: Develop spouse tour itineraries Strategy 2: Develop bounce back coupons Strategy 3: Provide ongoing service and rebooking Objective G-Redevelop past business and re-bid lost business Goal IV To increase awareness of Dubuque and the surrounding area by maintaining and expanding media relations locally, regionally and nationally. Objective A-Provide promotional materials and ongoing information to travel media interested in the Dubuque area. Strategy 1: Prepare and distribute media kits Strategy 2: Send news releases to targeted regional and national media Strategy 3: Secure editorial calendars of regional and national magazines that the CVB advertises in to pitch stories for additional coverage. Objective B-Promote the Dubuque area to travel media for short and long lead stories Strategy 1: Attend media trade shows to create relationships Strategy 2: Post stories on travel media web sites Strategy 3: Host thirty travel writers to the area for FAM tours annually. Objective C-Annually monitor and track media coverage Strategy 1: Develop and maintain current list of travel media by segment. Strategy 2: Use a clipping service at peak times to track coverage. Strategy 3: Call writers to pitch unique story idea. Goal V Provide community and tourism industry preparedness pro~oramming and visitor services to improve the visitor experience in the Dubuque area. Objective A-Ensure visitor satisfaction. Strategy 1: Develpp a series of training opportunities based on employee needs Strategy 2: Continually monitor the quality of the visitor experience Strategy 3: Implement an employer service excellence reward and recognition program. Objective B-Develop materials to provide to tourism industry front line employees to assist them in promoting Dubuque. Strategy 1: Distribute new color map Strategy 2: Provide a "Tiffs week in Dubuque" sheet of upcoming activities Strategy 3: Provide information on community wide programs/packages Strategy 4: Provide sample itineraries Strategy 5: Conduct annual needs survey Objective C-Hold tourism industry meetings to inform members of tourism related opportunities. 4 Dubuque Convention and Visitors Bureau FY 2004/2005 Budget INCOME FY 2003-2004 Bureau Services: Visitors Guide Show Co-ops Calendar of Event Hospitality Retail Sales: Maps Video Sales Gift Shop Co-op Programs Partner Income Member Income Grants: EITA State City of Dubuque HoteVMotel Tax America's River campaign Dubuque County TOTAL INCOME -0- 11,800.00 4,000.00 -0...2- 15,800.00 3,000.00 500.00 20,000.00 23,500.00 34,000.00 84.000.00 118,000.00 2,000.00 -0_2- 2,000.00 478,000.00 350.000.00 828,000.00 50,000.00 $1,037,300.00 FY 2004-2005 Bureau Services: Visitors Guide Print Co-ops Calendar of Event Hospitality Retail Sales: Maps Video Sales Gift Shop Co-op Programs Partner Income Member Income Grants: EITA Airport Grant City of Dubuque Hotel/Motel Tax City Loan Dubuque County TOTAL INCOME -0- 5,000.00 4,000.00 10,000.00 19,000.00 -0- 500.00 25,000.00 25,500.00 200,000.00 10.000.00 210,000.00 2,000.00 50,000.00 52,000.00 589,704.00 :35.000.00 554,704.00 50,000.00 $911,204.00 EXPENSES Convention Marketing FY 2003-2004 Assoc. Marketing: MP! 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 Promotional Tools Totals 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 -0.~.- 3,000.00 3,000.00 2,000.00 1,500.00 6,500.00 3,000.00 20,400.00 $71,250.00 FY 2004-2005 Assoc. Marketing: MPI ISAE IMA Lead Dev. Corp. Marketing: CTA Affordable Meetings/Coop Shows Destination Showcase Holiday Showcase Lead Development Bid Process: Presentation Incentives Promotional Tools: Publications Direct Mail Ad Placements Convention Services: Supplies Hospitality Specialty Items Hometown Hero 1,500.00 5,000.00 1,200.00 3.000.00 10,700.00 250.00 11,550.00 2,500.00 3,200.00 2,000.00 19,500.00 4,000.00 5~000.00 9,000.00 3,000.00 2.500.00 5,500.00 4,000.00 3,000.00 4.000.00 11,000.00 3,000.00 $58,700.00 Group Tour Marketing FY 2003-2004 NTA/ABA/Bank Travel: Registration Travel Follow-Up Group Leader Dev.: Reg. @ Shows Travel Expenses Coop Advertising Direct Mail Promotions EITA IGTA TSTC Delta Queen: 3,000.00 3,000.00 500.00 6,500.00 -0- 9,100.00 15,000.00 1,000.00 25,100.00 -0-- $31,600.00 FY 2004-2005 NTAdABA/Bank Travel: Registration Travel Follow-Up Group Leader Dev.: Coop Advertising Direct Mail Promotions IGTA Publications Delta Queen: 3,000.00 3,000.00 500.00 6,500.00 2,000.00 1,000.00 1,000.00 1,000.00 5,000.00 4~000.00 15,500.00 $15,500.00 Independent Traveler Marketing FY 2003-2004 Publications: Visitor Guide Maps America's River Brochures -0- -0- Media Buys: Co-op Ads Other Buys 800 Phone Ad Creation 354,600.00 -0~ -0~- 354,600.00 Consumer Shows: Reg. ~ 2 Shows Equip. Rental Shipping Contract Employees -0- Chamber Welcome Center: Rent Maintenance/Supplies Gift Shop Brochure Distribution Iowa Welcome Center Membership/EITA& TSTC 0 0 10,000.00 1,500.00 1,450.00 $12,950.00 FY 2004-2005 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 -0- -0- ~0- 263,000.00 8,000.00 5,000.00 276,000.00 -0- -0- 15,000.00 2,000.00 t,450.00 $18,450.00 $367,550.00 $294,450.00 Awareness Development FY 2003-2004 Travel Writers: Media Kits Site Tours Clipping Service Media Showcase SATW/MWTR Agency PR Hospitality: Seminar Materials Signage Annual Program Local Awareness Festivals Task Force: Calendar of Events Education/Staff Develop: IACVB Membership Travel Tourism Conference Local Awareness: Travel Federation Calls Recognition PR Efforts Grand Excursion -0- 4,000.00 2,000.00 52.500.00 $58,500.00 -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 -0- 10.000.00 80,750.00 FY 2004-2005 Travel Writers: Media Kits Site Tours Clipping Service Media Showcase SATW/MWTR Agency PR Hospitality: Seminar Materials Signage Annual 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 1,000.00 1,000.00 2,000.00 2,000.00 2,000.00 10,000.00 $18,000.00 2,000.00 6,000.00 2.000.00 10,000.00 4,000.00 1,000.00 8,000.00 1,000.00 10,000.00 1,000.00 2,000.00 500.00 3,500.00 1,500.00 -0~- 47,000.00 FY 2003-2004 FY 2004-2005 Office Chamber Welcome Staff Chamber Support Staff Administrative Support Services $257,560.00 $58,945.00 $80,473.00 $396,978.00 $66,511.00 $49,934.00 Office Chamber Welcome Staff Chamber Support Staff Administrative Support S~rvices $261,472.00 $60,751.00 $84~433.00 $406,656.00 $68,678.00 $54,520.00 TOTAL $513,423.00 TOTAL EXPENSES $529,854.00 945,504.00 TOTAL INCOME TOTAL EXPENSES NET FY 2003-20O4 $1,037,300.00 $1,064,573.00 $-27,273.00 FY 2004-2005 $911,204.00 $945,504.00 $-34,300.00