CVB Planning Process Business Plan - Packet.doc
January 31, 2005
Mayor Terry Duggan
City Council Members
City of Dubuque
th
13 and Main Streets
Dubuque, IA 52001
Dear Mayor and Council Members,
The Dubuque Area Chamber of Commerce Convention and Visitors Bureau is submitting
the new three year plan and budget for FY2005-06 prior to our work session scheduled
for Monday, February 7, 2005. These documents were unanimously approved at the
Convention and Visitors Bureau Advisory Board meeting on January 24, 2005 and at the
Chamber of Commerce Board meeting on January 27, 2005.
This budget reflects the Convention and Visitors Bureau request of 50% of the
hotel/motel tax which has again 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.
Sincerely,
Steward Sandstrom
President and CEO
~ DUBUQUE AREA CHAMBER of CoMMERCE
'lP
Planning Process
&
Business Plan
2005-2008
Table of Contents
Page 1
Page 2
Page 3
Page 4-6
Page 7
Page 8 -1 4
Stakeholders
Statements of Purpose
Mission
Critical Success Factors & Goals
Critical Success Factors & Measurements
Budget
Stakeholders
. Arts & Cultural groups
. Religious organizations
. Gaming industry
. Economic Development organizations
. Riverboat operators
. Marine industry
. Regional CVB organizations
. Iowa Welcome Center program
. Agricultural industry
. Attractions *
. Hotels
. Restaurants
. Retail
. Taxpayers
. Community Businesses
. State of Iowa
. Events *
. Educational institutions
. Customers *
. City of Dubuque
. Dubuque County
. Tri-State Area
. Tourists/Visitors
. Local citizens
. DNR
. CVB Staff
. Media
. Not-far-profits
. American Eagle / Airport
Attractions
. Riverboats
. Dubuque & Regional Attractions
. River
. Museum
. Heritage trail
. Golfing
. Swiss Valley
. Mines of Spain
. Parks
. Gaming
. Silos & Smokestacks
Events
. Fairs & Festivals
. Sporting
. Entertainment
. Music/Concerts
. Theater
. Art/Museum
. Trade Shows
. Political Visits/Events
. Educational
. Charity
. Expositions
Customers
. Convention delegates
. Convention sponsors
. Event attendees
. Tour groups
. Local population
. Individual tourists
. Business travelers
. Education/sports groups
. Travel writers
. Internet surfers
Page 1
Statements of Purpose
. Assist the community with tourism growth and development.
. Promote the Dubuque area as a great place to experience.
. Facilitate tourism partnerships.
. Be an information repository for the tourism Industry.
. Drive new money to the community.
. Be a leader In shaping the Dubuque area's Image.
. Be a catalyst for service excellence.
Page 2
Mission
The Convention & Visitor's Bureau Mission:
The Convention & VIsitors Bureau
will lead tourism destination promotion and development
to enhance and expand the Dubuque Area experience.
Page 3
Critical Success Factors
& Goals
. Identify and Engage our Stakeholders
. Provide a Return on Investment to our Members/Stakeholders
. Increase Tourism
. Provide Education on Product and Service Excellence
. Be the Clearing House for Tourism Information
. Financial Sustainability
Identify and Engage our Stakeholders
Goal 1 : Hold Quarterly Tourism Industry Meetings to inform stakeholders of Convention and Visitors Bureau
Activities.
Goal 2: Increase participation in cooperative programs.
Objective A
Provide Promotional Materials to stakeholders on Convention and Visitors Bureau
cooperative advertising opportunities
Objective B
Continually contact members with advertising opportunities
Goal 3: Meet one-on-one with stakeholder groups/members as needed to address issues and concerns.
Goal 4: Attend industry related meetings such as hotel/motel, Tri-State Tourism and Eastern Iowa Tourism
meetings to provide and gather input and information.
Provide a Return on Investment to our Members/Stakeholders
Goal 1 : Assist the membership division in the recruitment and retention of Chamber member businesses by
promoting/communicating the economic benefits of the impact of tourism.
Objective A
Objective B
Participate in the membership drive activities
Make personal calls on members
Goal 2: Promote a section of the website that provides tourism statistics and resources for members. (i.e.:
convention leads, tourism spending, tourism trends, convention calendar, calendar of events, etc.)
Page 4
Increase Tourism
Goal 1:
Goal 2:
Goal 3:
Goal 4:
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 $220 million by FY2008 as reported by the
IDED Tourism Impact Reports.
Objective A
Objective B
Objective C
Objective D
Objective E
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 partners
Develop consumer promotions to promote seasonal, themed, and unique options to
encourage new and return visits to the area
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
Market area festivals, events, and attractions to generate visitors to the area
Provide Visitor Guide and Calendar of Events brochures as fulfillment pieces to ad
placements
Promote the Dubuque area as a multi-day group tour destination to generate 3,000 mid-week group
tour room nights annually.
Objective A
Objective B
Objective C
Objective D
To increase the number of group tours and the length of group stays by offering multi-day
itineraries and group packages
Target group leaders in Iowa, Illinois, Wisconsin, Minnesota and national tour operators
Provide tour operators and group leaders with promotional materials
Monitor industry trends on traveler spending patterns and areas of interest
Promote the Dubuque area as a state-of-the-art meeting and conference destination to generate a
minimum of 35,000 delegates annually.
Objective A
Objective B
Objective C
Objective D
Objective E
Objective F
Objective G
Maintain focus on small to medium sized meetings
Aggressively market to national, state and regional conferences in 400+ delegate range
Focus on Hometown Hero Campaign as a main source of leads for meeting and
conference business
Develop promotional materials to send to planners and delegates
Monitor industry trends and delegate spending patterns through the Iowa Convention &
Visitors Bureau
Develop Convention Servicing Program to promote area activities and to enhance the
overall group experience
Redevelop past business and re-bid lost business
To increase awareness of Dubuque and the surrounding area by maintaining and expanding media
relations locally, regionally and nationally.
Objective A
Objective B
Objective C
Provide promotional materials and ongoing information to travel media interested in the
Dubuque area
Promote the Dubuque area to travel media for short and long lead storie
Annually monitor and track media coverage
Page 5
Provide Education on Product and Service Excellence
Goal 1:
Goal 2:
Provide tourism industry preparedness programming and visitor services to improve the visitor
experience in the Dubuque Area.
Objective A
Objective B
Objective C
Objective D
Objective E
Develop a series of training opportunities based on employee needs
Monitor the qualiTy of the Visitor Experience
Develop a Service Excellence recognition program
Expand train the trainer programs
Create and Communicate excellence expectations to the communiTy
Provide Community preparedness training and promotion.
Objective A
Objective B
Objective C
Objective D
Maintain PR effort to promote the economic impact of tourism locally
Continue Tourist in Your Own Town Campaign
Promote Tourism Month Activities
Work with the CiTy of Dubuque to implement new Pedestrian wayfinding system
Be the Clearing House for Tourism Information
Goal 1:
Goal 2:
Goal 3:
Goal 4:
Objective A
Provide on line access to tourism industry data.
Develop and promote a site for members to access information
Continually survey the membership on their info needs and adjust data accordingly.
Objective A
Provide a form for feedback and questions from stakeholders on website
Position the CVB as an information clearinghouse for the community.
Develop materials to provide to tourism industry front line employees to assist them in promoting
Dubuque.
Financial Sustainability
Goal 1:
Goal 2:
Goal 3:
Goal 4:
Objective A
Increase the Hotel/Motel Tax Rate.
Objective B
Work with Chamber Government Committee to study the issue of increasing the
hotel/motel tax
If found to be feasible then work with Government officials to pass the legislation
Increase Gift Shop Sales.
Objective A
Objective B
Form a taskforce to evaluate current operation
Develop new products, displays and promotions to increase sales
Increase Consumer Co-op advertising efforts.
Objective A
Objective B
Continue to expand options for member advertising
Investigate ways to expand the current message to include the tri-state area
Objective A
Develop new partnerships with businesses/agencies/communities that have similar goals.
Objective B
Investigate ways of expanding the America's River message to include more
stakeholder/communiTy needs
Lead the development a tri-state tourism marketing plan
Page 6
Critical Success Factors
& Measurements
Identify and engage our stakeholders
. Number of members/growth/retention
. Track participation
. Surveys
. Database
Provide a return on investment to our members
. Retention of members
. Increased membership
. Repeat business
. Members' growth
. Member participation in CVB programs
. Hotel/Motel tax
. Anecdotal feedback
. Data collection & analysis
Increase tourism
. Hotel Tax
. Convention & meeting numbers
. Events/attraction attendance
. Tourism industry expansion
. Welcome Center numbers
. Visitor expenditure studies
. Number of information requests
. IDED reports
. Hotel bookings
Educate on product & service excellence
. Secret shopper
. Survey customers
. Number of people in service excellence program
. Convention feedback
. Number of repeat customers
. Lack of complaints
Be the resource clearinghouse for tourism information
. Number of requests for information
. Website hits
. Receipt of information from stakeholders and members - i.e cooperation
. Surveys
Financial Sustainability
. Black ink/
. Member retention
. Occupancy rates
. Increased revenue
. New revenue sources
Page 7
Budget
Net Income & Expenses
FY 2004- 200 5
FY 2005-2006
INCOME:
Bureau Services
Retail Sales
Co-Op Programs
Grants
City of Dubuque
Dubuque County
Total
19,00000
25,50000
133,50000
52,00000
554,70400
25,00000
809,704.00
INCOME:
Bureau Services
Retail Sales
Co-Op Programs
Grants
City of Dubuque
Dubuque County
Total
19,00000
50,50000
110,00000
2,00000
644,88600
35,00000
861,386.00
EXPENSES: EXPENSES:
Convention Marketing 58,70000 Convention Marketing 60,65000
Group Tour Marketing 15,50000 Group Tour Marketing 15,50000
Independent Traveler Independent Traveler
Marketing 171,95000 Marketing 251,45000
Awareness Development 47,00000 Awareness Development 48,50000
Personnel 406,65600 Personnel 418,24400
Administrative 68,67800 Administrative 70,00000
Support Services 54,52000 Support Services 56,50000
Subtotal 823,004.00 Subtotal 920,844.00
-13,300.00
NET
-59,458.00
NET
Page 8
Budget
Income
FY 2004- 2005 FY 2005-2006
Bureau Services: Bureau Services:
Visitor Guide 000 Visitor Guide 000
Print Co-ops 5,00000 Print Co-ops 5,00000
Calendar of Events 4,00000 Calendar of Events 4,00000
Hospitality 10,00000 Hospitality 10,00000
Subtotal 19,000.00 Subtotal 19,000.00
Retail Sales: Retail Sales:
Maps 000 Maps 000
Video Sales 50000 Video Sales 50000
Gift Shop 25,00000 Gift Shop 50,00000
Subtotal 25,500.00 Subtotal 50,500.00
Co-op Programs: Co-op Programs:
Partner Income 128,50000 Partner Income 105,00000
Member Income 5,00000 Member Income 5,00000
Subtotal 133,500.00 Subtotal 110,000.00
Grants: Grants:
EITA 2,00000 EITA 2,00000
State 50,00000 State 000
Subtotal 52,000.00 Subtotal 2,000.00
City of Dubuque: City of Dubuque:
Hotel/Motel Tax 589,70400 Hotel/Motel Tax 679,88600
City Loan -35,00000 City Loan -35,00000
Subtotal 554,704.00 Subtotal 644,886.00
Dubuque County 25,000.00 Dubuque County 35,000.00
Total Income 809,704.00 Total Income 861,386.00
Page 9
Budget
Expenses I Convention Marketing
FY 2004- 2005 FY 2005-2006
Assoc. Marketing: Assoc. Marketing:
MPI 1,50000 MPI 3,00000
ISAE 5,00000 ISAE 8,00000
IMA 1,20000 IMA 1,20000
Lead Development 3,00000 Lead Development 3,00000
Subtotal 10,700.00 Subtotal 15,200.00
Corporate Marketing: Corporate Marketing:
CTA 25000 CTA 25000
Affordable Meetings 1 1,55000 Affordable Meetings 3,50000
Meetings/Coop Shows Meetings/Coop Shows
Destination Showcase 2,50000 Destination Showcase 2,50000
Holiday Showcase 3,20000 Holiday Showcase 3,20000
Lead Development 2,00000 Lead Development 2,00000
Subtotal 19,500.00 Subtotal 11,450.00
Bid Process: Bid Process:
Presentation 4,00000 Presentation 4,00000
Incentives 5,00000 Incentives 7,00000
Subtotal 9,000.00 Subtotal 11,000.00
Promotional Tools: Promotional Tools:
Publications 3,00000 Publications 3,00000
Direct Mail 000 Direct Mail 15,00000
Ad Placements 2,50000 Ad Placements 000
Subtotal 5,500.00 Subtotal 18,000.00
Convention Services: Convention Services:
Supplies 4,00000 Supplies 000
Hospitality 3,00000 Hospitality 000
Speciality Items 4,00000 Speciality Items 000
Subtotal 11,000.00 Subtotal 0.00
Hometown Hero 3,000.00 Hometown Hero 5,000.00
TOTAL 58,700.00 TOTAL 60,650.00
Page 1 0
Budget
Expenses I Group Tour Marketing
FY 2004- 200 5 FY 2005-2006
NT A/ ABA/Bank Travel: NT A/ ABA/Bank Travel:
Registration 3,00000 Registration 3,00000
Travel 3,00000 Travel 3,00000
Follow-Up 50000 Follow-Up 50000
Subtotal 6,500.00 Subtotal 6,500.00
Group Leader Development: Group Leader Development:
Co-op Advertising 2,00000 Co-op Advertising 2,00000
Direct Mail 1,00000 Direct Mail 1,00000
Promotions 1,00000 Promotions 1,00000
IGTA 1,00000 IGTA 1,00000
Subtotal 5,000.00 Subtotal 5,000.00
Publications 4,000.00 Publications 4,000.00
TOTAL 1550000 TOTAL 1550000
Page 11
Budget
Expenses I Independent Traveler Marketing
FY 2004-2005 FY 2005-2006
Publications: Publications:
Visitor Guide 000 Visitor Guide 000
Maps 000 Maps 000
America's River Brochure 000 America's River Brochure 000
Subtotal 0.00 Subtotal 0.00
Media Buys: Media Buys:
Co-op Ads 000 Co-op Ads 000
Media Buys & Fees 140,50000 Media Buys & Fees 210,00000
800 Phone 8,00000 800 Phone 8,00000
Ad Creation 5,00000 Ad Creation 5,00000
Subtotal 153,500.00 Subtotal 223,000.00
Chamber Welcome Center: Chamber Welcome Center:
Rent 000 Rent 000
Maintenance/Supplies 000 Maintenance/Supplies 000
Gift Shop 15,00000 Gift Shop 25,00000
Brochure Distribution 2,00000 Brochure Distribution 2,00000
Iowa Welcome Center 1,45000 Iowa Welcome Center 1,45000
Membership/EITA & TSTC 000 Membership/EITA & TSTC 000
Subtotal 18,450.00 Subtotal 28,450.00
TOTAL 171,950.00 TOTAL 251,450.00
Page 1 2
Budget
Expenses I Awareness Development
FY 2004- 200 5 FY 2005-2006
Travel Writers: Travel Writers:
Media Kits 1,00000 Media Kits 1,00000
Site Tours 1,00000 Site Tours 1,00000
Clipping Service 2,00000 Clipping Service 2,00000
Media Showcase 2,00000 Media Showcase 2,00000
SA TW /MWTR 2,00000 SA TW /MWTR 2,00000
Agency PR 10,00000 PR Effort 3,00000
Subtotal 18,000.00 Subtotal 11,000.00
Hospitality: Hospitality:
Seminar Materials 2,00000 Seminar Materials 2,00000
Signage 000 Signage 000
Annual Program 6,00000 Annual Program 6,00000
Local Awareness 2,00000 Local Awareness 2,00000
Subtotal 10,000.00 Subtotal 10,000.00
Festivals Task Force: Festivals Task Force:
Calendar of Events 4,00000 Calendar of Events 4,00000
Subtotal 4,000.00 Subtotal 4,000.00
Education/Staff Education/Staff
Development: Development:
IACVB Membership 1,00000 IACVB Membership 1,00000
Travel 8,00000 Travel 6,00000
Tourism Conference 1,00000 Tourism Conference 1,00000
Subtotal 10,000.00 Subtotal 8,000.00
Local Awareness: Local Awareness:
Travel
Travel Federation 1,00000 F ederation/ Leg is lat ive 3,00000
Calls 2,00000 Calls 2,00000
Recognition 50000 Recognition 50000
Subtotal 3,500.00 Subtotal 5,500.00
PR Efforts 1,500.00 AR Festival 10,000.00
TOTAL 47,000.00 TOTAL 48,500.00
Page 1 3
Budget
Expenses I Personnel
FY 2004- 200 5 FY 2005-2006
Office 261,472.00 Office 270,823.00
Chamber Welcome Staff 60,751.00 Chamber Welcome Staff 57,882.00
Chamber Support Staff 84,433.00 Chamber Support Staff 89,539.00
Subtotal 406,656.00 Subtotal 418,244.00
Administrative 68,678.00 Administrative 70,000.00
Support Services 54,520.00 Support Services 56,500.00
TOTAL 529,854.00 TOTAL 544,744.00
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