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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 Doc Version 2.1 Page 1 4