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river town reinvented
Dubuque Convention
& Visitors Bureau Quarterly Report
October 15, 201 2
riper town reinvented'
Welcome Center & Hospitality
VISITOR GUIDE REQUESTS
JUNE
Top State Requests # °A
Iowa
232 26.396
Illinois
158 14.4 °A
Wisconsin
111 10.1 °A
Minnesota
62 5.796
Missouri
60 5.596
Nebraska
34 3.1°6
Michigan
29 26°6
South Dakota
28 26°6
Kansas
22 2096
Indiana
20 1.896
Requests came in from 38 different states and 1 from Puerto Rico.
HOW THEY
WERE RECEIVED
n
Magazine Leads
393
Reunions
159
Online
143
State Coop
126
Phone Calls
37
Eastern Iowa Tourism Association
15
Mail
There were a total of 881 Visitor Guide requests in June 2012.
1
Total Mailed Year through June 5,635
Total Distributed Year to Date 64,350
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DUBUQUE CONVENTION& VISITORS BUREAU REPORT
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Welcome Center & Hospitality
VISITOR GUIDE REQUESTS
JULY
Top State Requests # 46
Iowa
127 20.7°4
Illinois
120 10.996
Wisconsin
99 9.096
Minnesota
52 4.7°,6
Missouri
33 3.096
Requests came in from 38 different states and Canada, Puerto Rico and
England.
HOW THEY
WERE RECEIVED
n
Magazine Leads
Online
Phone Calls
342
208
50
Eastern Iowa TourismAssociation
9
Mail
There were a total of 615 Visitor Guide requests in July 2012.
1
Total Mailed Year through July 6,250
Total Distributed Year to Date 70,280
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DUBUQUE CONVENTION& VISITORS BUREAU REPORT
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Welcome Center & Hospitality
VISITOR GUIDE REQUESTS
AUG
Top State Requests
Iowa
Illinois
Wisconsin
Minnesota
Missouri
Requests came in from 31 different states.
HOW THEY
WERE RECEIVED
64 22.3%
57 5.246
50 4.646
25 2346
11 1.046
IMIMMMMEItM
Magazine Leads
Online 133
Phone Calls 38
Eastern Iowa Tou rim Association 3
2
There were a total of 2S0 Visitor Guide requests in August 2012.
Total Mailed Year through August 6,530
Total Distributed Year to Date 7g,640
DUBUQUE CONVENTION& VISITORS BUREAU REPORT
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Welcome Center &: Hospitality
VISITOR GUIDE REQUESTS
SEPT
Top State Requests # 46
Iowa
Illinois
Wisconsin
Minnesota
Ohio
33 25.046
35 21.4 °4
25 17.946
11 7.946
6 4.33°,6
Requests came in from 20 different states and Peru and Italy.
HOW THEY
WERE RECEIVED
Magazine Leads
Online
Phone Calls
Eastern Iowa TourismAssociation
Mail
20
89
20
5
2
There were a total of 140 Visitor Guide requests in September 2012.
Total Mailed Year through September 6,670
Total Distributed Year to Date 85,240
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DUBUQUE CONVENTION& VISITORS BUREAU REPORT
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Welcome Center & Hospitality
VISITOR GUIDE MAILED COMPARISON
Month
2012 2011 2010 A
January
February
March
April
May
June
July
August
Totals
155
214
157
1931
1097
881
615
280
6,530
123
212
298
1832
3697
1245
527
236
8,079
ARAGBRAI came through Du buque this year
115
146
621
2441
2468
1469
516
811
3,587
ONLINE VISITOR GUIDE PAGE VISITS
Time Frame
Pageviews Unique Unique °
Pageviews Pageviews 6
Jan. 1, 2012-Oct. 1, 2012: 11,521
Jan. 1, 2011 -Sept. 30, 2011: 5,628
Difference +5,893
8,067
3,327
+4,470
70.046
59.1°,6
+10.946
Our web analytics indicate a significant growth in our web usege. From
January - October, our site visitors have grown 39.5046 over the previous
year. The vi sitors to the Visitors Guide pege have grown 104.7°,6 over th e
past year.
This substantial increase in on line visits to our guide provides a direct
correlation to the decrease in visitor guide requ ests via traditional
methods.
06
DUBUQUE CONVENTION& VISITORS BUREAU REPORT
Welcome Center &Hospitality
- 07
OCCUPANCY
The numbers used to calculate occupancy for this year are all actuals from the lodging properties. July, August and September
had 100% participation.
*R4GBR41 came through at the end of July -New property added this year ^includes Full and Select Service
Note: 2011 and 2012 are actual numbers, previous years were a combination of actuals and estimates
JUNE
2012 2011 2010
Overall City Occupancy^
Full Service
Select Service
Bed & Breakfasts
75.8%
78.7%
72.8%
31.2%
71.5%
73.4%
69.5%
29.4%
71.0%
76.6%
65.3%
NA
Smith Travel Research reports that occupancy in Iowa's Top
10 County Hotel Markets was 74.6% for June. Our overall city
occupancy for Dubuque was 75.8% which puts us just over 1%
ahead. The Top 10 counties are: Polk, Scott, Linn, Pottawat-
tamie, Black Hawk, Johnson, Story, Woodbury, Dallas and
Dubuque.
AUGUST
2012 2011 2010
Overall City Occupancy^
Full Service
Select Service
Bed & Breakfasts
71.1%
75.9%
72.8%
35.1%
70.9%
72.9%
69.5%
25.0%
65.4%
70.6%
61.2%
NA
Smith Travel Research reports August occupancy to be at 71.8%
for the Top 10 County Hotel Markets. Ours was just slightly
lower but very close to the other 9 counties in the report.
YEAR TO DATE
JULY
2012 2011 2010*
Overall City Occupancy^
Full Service
Select Service
Bed & Breakfasts
72.7%
78.6%
67.4%
34.9%
71.4%
73.4%
69.5%
29.4% NA
71.3%
76.6%
65.3%
Smith Travel Research reports that occupancy in Iowa's Top
10 County Hotel Markets was 68.4% for July. Our overall city
occupancy for Dubuque was 72.7% for July which puts us more
than 4 %ahead.
SEPTEMBER
2012 2011 2010
Overall City Occupancy^
Full Service
Select Service
Bed & Breakfasts
67.1%
70.7%
63.5%
34.2%
71.7%
73.8%
69.7%
37.5%
66.4%
69.0%
63.0%
30.9%
Smith Travel Research reports for September were not available
at the time of compiling this report.
2012 2011 2010* 2009
2008 2007 2006 2005 2004 2003
Overall City Occupancy^
Full Service
Select Service
Bed & Breakfasts
60.5%
65.3%
55.7%
24.8%
60.3%
63.7%
56.9%
27.1%
river town reinvented
58.4%
61.5%
55.3%
NA
56.5%
64.4%
48.6%
NA
57.8%
65.0%
50.6%
NA
57.0%
63.0%
50.9%
NA
57.4%
60.1%
54.7%
NA
59.7%
62.1%
57.2%
NA
53.6%
57.0%
50.1%
NA
51.7%
52.6%
50.8%
NA
DUBUQUE CONVENTION & VISITORS BUREAU REPORT
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Sports & Events
DUATHLON
The 3rd annual Duathlon took place on July 14, 2012 and consisted of a
1.2 mile run, 15 mile bike ride, and 3 mile run. The event was located in
the McGraw-Hill distribution center parking lot on Chavenelle Road, where
the race began and ended.
We attracted 108 competitors to thisyear's event Of the 108 competitors:
81 were from Iowa, l2from Wisconsin, 10 from Illinois,3from Minnesota,
1 from Missouri, and 1 from Arizona. Of the 81 participants from Iowa,
31 were from outside the Dubuque/Asbury area. In addition to our 108
competitors, we attracted around 150 spectators that camped on the site
with lawn chairs and blankets and cheered on theirfamily/friends.
2013 will come with afew changes, as we plan to add ateam option for
nect year's event. Teams of two will have the ability to split up the run and
bike sections of the race From thefeedbackwe received from this year's
participants, theteam option is something that competitors wanted to see
fornectyear's event
MANTASTIC G UYATH LON
The 2nd annual Mantastc Guyathlon took place on August 35, 2012 and
consisted of a 2 person team competing in golf, bowling, bean bags, and
a softball hitting contest. Golfing took place at The Meadows Golf Club,
bowling at Creslanes, softball hitting contest at McAleece Park, and bean
begs at Courtside.
In 2011, 24 teams competed for the overall title with a majority of our
competitors residing from the Dubuque and tri -state areas. Thisyear,we
attracted 34 teams. Of the 68 competitors: 5 were from Wisconsin,5 were
from Illinois, and 17 other competitors were from outside the Dubuque/
Asbury area. In addition to our 68 competitors, we attracted around 33
spectators to our bowling, softball homerun hitting contest, and bean bag
events.
Similar to the Duathlon, the 2013 Mantastic Guyathlon will come with a
few changes, as we plan to offer three competing divisions. Each division
will have specifictalent targets, ege targets, and payout amounts will
differ depending on which division you compete in. This should provide
a competitive event top to bottom, and should help to attract older
competitors wh o feel they lack certain abilities compared to the younger
competition.
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DUBUQUE CONVENTION& VISITORS BUREAU REPORT
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Sports k Events
RUN FORA VET 5K
The Run for Vet 5K consists of a al -mile mn/walk around The Port
of Dubuque on October 13,2012. The 5k race will begin and end in the
McGraw -Hill Parking lot. The Kids race will consist of a 1K run /walk for
children 12 years old and younger Kids must register to participate.
The Run For A Vet 5K will be USATF sanctioned and have chip timing for
all paid runners. Walkers are encouraged to participate but will not be
officiallytfined or given a race packet. The event will be sponsored by
The Diamond Jo with all proceeds benefitting the VA hospital in Iowa City
and the Veterans Freedom Center in Dubuque.
The Run For Vet 5K will be in conjunction with the Vietnam Moving
Wall Memorial, which will be in the Port of the Dubuque on October 11
through October15. We hope that families will use thi s weekend as an
opportunity to support our Vets and get some exercise in the process.
DOCK DOGS WORLD CHAMPIONSHIP
DockDogs will be hosting the World Championships at Five Flags Center
in Dubuque on November 15-18, 2012. In addition to hosting the 2012
World Championships, Dubuque will be home tothe 2013 and 2014
DockDogs World Championships as well.
DockDogs anticipates 304400 competitors to sign up for this year's
event, and with the popular draw of competitors /spectators to America's
River Festival, we anttcipate a very good weekend for th a Worl d
Championships.
Thursday — Practice Rounds
Friday — Qualifying Rounds
Saturday — Qualifying Rounds & Main Event
Sunday — Qualifying Rounds &Main Event
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DUBUQUE CONVENTION& VISITORS BUREAU REPORT
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Sports & Events
FLAG FOOTBALL
TheSports Commission and 7G distributfngwill be sponsoring a 4 on 4
non - contact, 16 team fleg football tournament December 8 & 9, 2012.
The tournament will consist of a 2 gameguaranteefor all teams and will
be hosted by Courtside Bar & Grill.
Teams will have the ability to form a 10 player squad with all members
of the team required to be 21 and over. Play will begin Saturday morning
and end with the money games Sunday afternoon. We will be paying out
to thetop4 teams and anticipate our payouts to be a big draw. 1st Place:
$750, 2nd Place: $450, 3rd Place: $270, and 4th Place: $130. Entry fee for
the event will be $130
LOOKING AHEAD TO 2013
January 5, 2013:
Garage Games @ The University of Dubuque (Not secured yet)
January 25- 27,2013:
Iowa Winter Games
February 23, 2013:
Harley Fan Fest "Hogs Gone Wild"
April 6, 2013:
What Women Want
April 26-28, 2013:
Gus Macker
May 3, 2013:
Torque Fest
May a &4,2013:
Iowa State Rugby Tournament (Not secured yet)
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DUBUQUE CONVENTION& VISITORS BUREAU REPORT
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Sports & Events
AMERICAS RIVER FESTIVAL
America's River Festival, hdd June 8 -10, 2012, had a very successful year
astheweatherwas absolutely perfect. Friday night kicked off the three
day weekend with an main stage line up of The Marshall Tucker Band and
Justin Moore. Something new that was tested out was selling a VIP area
to the Public. This we-it over ectremelywell as we had approximately
250 paid VIP ticket holders. Festival attendees also enjoyed music from
regional bands, watching DockDogs competitors and tasting foods from
multiple vendors.
Saturday set records and prompted new challenges which are being
addressed for 2013. During the day, DockDogs, children's activities, and
local bands were available for the public to enjoy. StarshipStarring Mickey
Thomas made their 2nd straight appearance at America's River Festival
and got the crowd going just as much as the first time. Following then,
REO Speedwagon took the stage Saturday night's concert had the largest
crowd of more than 7,503 attendees.
In addition to DockDogs, food vendors, and children's activities, Sunday
featured area middle school and high school students in Dubuque Idol as
well as appearances by Elmo and Cookie Monster. By the end of America's
River Festival, approximately 15,000 people enjoyed some part of the
three days — if not all of it.
Plans for nect year's festival have already been started and the dates are
set for June 14-16,201a We want to get ahead of the game so we can
build on the momentum from this last year. New ideas and activities are
being looked at to help bring even more people down to enjoy America's
River Festival.
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DUBUQUE CONVENTION& VISITORS BUREAU REPORT
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Sales
FAM I LIAR I7..TION (FAM) TOURS
The CVB hosted two FAM Tours, June 2S-26, 2012 and August 27 -28,
2012. Each tour was very well received by the planners who attended.
We had planners from Iowa, Illinois andWisconsin on each of the trips.
Survey Results (Not all surveys were returned):
How was your overall visit and experience in Dubuque?
(5 being excellent/ 1 being poor) 5, 5, 5, 5, 5
What were some of the highlights of your visit?
1. Meeting the excellent man egement team for Dubuque and the
outstanding facilities; Woodfire Grille, Best Western Plus Dubuque,
Julien Dubuque, Five Flegs Center, Grand River Center & Mississippi
Views, Tony Romas, Grand Harbor Resort & lots more.
2. The facilities tour was excellent. The dinner at Woodfire Grille was
memorable. The gas card was a very n ice tou ch, we appreciated it!
3. It was great to see all that Dubuque has to offer. I had no idea! I
was particularly impressed with the Convention Center as well as the
stunning meeting rooms at the Julien.
4. The National Mississippi River Museum —World Class Convection
Center — Leaming the History of Dubuque — Experiencing the restoration
of the Hotel Julien — Excellent Cuisine at L.May Eatery
5. I really enjoyed the Aquarium and the Elevator. Enjoyed the energy,
company andfare at dinner on Monday Night.
What if anything would you have changed or added to your visit?
1. More time for Cable Car Square
2. Extending the tri p 1 day would have been nice, but we were vey
happy with the way things went. We did not feel pushed in the tour, so it
was excel lent.
3. I seemed like the Star Brewery had options for my welts, would have
liked to have seen that.
4. A Boat Trip on the Mississippi (Glad we got to experience this after the
FAM)
5. Perhaps more time at the aquarium, although you did give us passes
fora latertfine.
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DUBUQUE CONVENTION& VISITORS BUREAU REPORT
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Sales
FAM I LIAR IZAT ION (FAM) TOURS
How accommodating was your hotel? Comments to share?
(5 being excellent / 1 being poor)
1. 5. They went out of their way in friendliness and service
2. 5
3. 5
4. 5
5. 5. No complaints!
Is there anything the Dubuque Convention &Visitors Bureau could
have clone differentlyto make your visit mereacconmodating?
1. Can't think of anything
2. It was outstanding and a pleasure
3. Nothing— You were Great Julie!
4. Not that I can think of.
Will you plan to do events in Dubuque in the future?
1. I vnll try!
2. Yes, we hope to!
3 Yes.
4. Yes
5. Yes. I will always suggest to my clients!
Did you explore Dubuque on your avn before aafterthe FAM? If so
what did you take in?
1. Nope
2. Yes, we walked around the downtown for several hours. An enjoyable,
walkable city.
3. No
4. Yes, the Boat Trip (on Spirit of Dubuque)
5. My wife and I did visit last year and stayed (at another property). Time
was short then but we did visit Eegle Point Park.
Any additional comments you would like to add?
1. Very professionals and well organized. Others could learn from you.
2. The food was FANTAS11C at all 3 meals. Kudos to the partner
restaurants!
3. Julie, you were really a terrific host!
4. I love Dubuque! Thanks Julie!
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DUBUQUE CONVENTION& VISITORS BUREAU REPORT
riper town reinvented'
Sales
IOWA CUBS GAM E
The CVB staff, along with staff from the Grand River Center, Hotel Julien
Dubuque, Holiday Inn Dubuque / Galena and Best Western Plus, hosted
another evening at the Iowa Cubs Game in June. We brought 13 meeting
planners from the Central Iowa Market to the game to learn more about
our community and also everything that we could offer tothem for a
conference or meeting in our community.
This was our fourth year hostfngthis event. We have seen much success
from this event! Four years ago we were able to lure in the Iowa
Association of Business & Industry staff to learn about our community
and to help secure th at event, along with the help of Sarah McDonald
H askin. Two years ego we were able to meet the team at the Iowa
Grocery Industry Association and we were able to bring them to
Dubuque in July of 2012, th a first time th ey had ever left Okoboji in 33
years.
After this year's event we just found out that we were able to secure
the Petroleum Marketers and ConvenieiceStores of Iowa Conference
which will take place in Dubuque in August of 2013. We look forward to
continuing this event next year.
T RAD ES H OWS
As fall begins, so does our travel season of promoting Dubuque
throughout the Country.
Connect Marketplace
This wasthefourth year that we attended this national show. At the
event, Julie met with 23 meeting planners who were interested in
learning more about what Dubuque has to offer. Several of the planners
were fami liar with Dubuque and there is already potential for booking
future meetings. The event took place August 16-18, 2012.
Iowa Meetings Marketplace
This was the second year for the Iowa Meetings Marketplace. It is a
collaboration between the State of Iowa Tou ri sm Office and Midwest
Speakers Bureau. There were 70 planners in attendance and many
people stopped at our booth to learn more about Dubuque. The Hotel
Julien Dubuque and Grand River Center were also in attendance at the
show.
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DUBUQUE CONVENTION& VISITORS BUREAU REPORT
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Sales
TRADESHOWS
Travel Iowa Marketplace
This was the 14th year for this group tour show which was held in
Davenport, IA. 60 planners attended the show and visited with vendors
to learn more about how they could bring their groups into their
communities. The CVB, Diamond Jo Casino, Hotel Julien Dubuque and
the Holiday Inn Dubuque/ Galena were also in attendance.
GROUP TOURS
The motorcoach business in Dubuque has been going fairly wdl so far
this year. Two groups that we were excited to have in the community
were:
Journey Tours from Pullman, Washington
They spent seven nights in Dubuque at the Hotel Julien Dubuque.
During the day the CVB arranged for tours of our community and others
in the surrounding area. The economic impact from this group was
$$45,937.50. This was a group that came as a direct result of hosting
Heritage Clubs International Peer Group in March of 2011.
Morrill &Janes Bank from Hiawatha, Kansas
The CVB worked with this group to secure an Iowa tour and one night
in Dubuque. Thisgroupwas a direct result of hosting Heritege Clubs
International Peer Group in March of 2011 and had an economic impact
of $10,062.
American Queen
The American Queen has returned to Dubuque for the fall, making 8
ports of call stops. We are a very lucky community as far as our location
because most communities only receive4 stops. The CVB has been
facilitating all shore tours along with tours to Dyersville/ Balltown. Over
300 people have been on each of the boats thus far.
Upcoming stops include October 8, October 16, October 25, November 2
and November 8.
Phone Sales Bib
The CVB along with several attractions / hotds in Dubuque participated
in a phone blitz to group tour planners / bank club operators to see what
interest they may have in coming to Dubuque in the near future. 150
phone calls were made and interest was generated from 42 of those
calls.
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DUBUQUE CONVENTION& VISITORS BUREAU REPORT
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Sales
CONFERENCES
Name
Date People Location Ecomonic Conference
Impact Type
Lutheran
Women's
Missionary
League
June8 -10 300
Grand
River
Cents
$262,500 Regional
Four State
Dairy
June12- 203 Grand $175,000 Regional
14 River
Cents
School Nutri- June 13
lion Assoda- 21
Lion of Iowa
300 Grand $262,503 State
River
Cents'
Iowa Grocery July 311
Industry
Association
350
Grand
River
Centa
$336,250 State
FIRST TIME
HERE
Iowa DARE July 29-31 120 Holiday $106,000 State
Association Inn
Dubuque
/ Galena
Iowa
Commission
on Volunteer
Service
August 6-8 120 Grand $105,000 State
River
Cents
Iowa
Hospital
Association
August
7 -10
150 Hotel $131,250 State
Julien
Dubuque
Iowa Deaf
Senior
Citizens
Septem- 75
be-12-13
Best $65,66 State
Western
Plus
Gideon
International
Septem- 203
be-14 -17
Holiday $175,000 State
Inn
Dubuque
/ Galena
Mid States
Organized
Crime
Septem- 60
be-18 -20
Grand $218,783 Regional
River
Center
Rural
Community
College
Alliance
S eptem-
be- 24 -26
175 Grand $153,16 National
River
Center
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DUBUQUE CONVENTION& VISITORS BUREAU REPORT
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Marketing
WEBSITE
JUNE 30 - OCTOBER 9
2011 2012 Difference
Visits
33,144
34,752
+1,608
Unique Visitors
Pageviews
Pagessit
22,218 26,511 +2,293
225,870 283,896 +55,026
6.81 8.08 +1.27
Average Time on Site 00 :11:42 00:08:46 - 00:02:56
46 New Visits
72.3646 69.2246 +3.1446
Bounce Rate
27.0336 26.0336 - 1.0046
New Layout
There have been 5 new buttons added to theTravelDubuque.com home
pege. The new buttons include links to the Dubuque Chamber Website, a
new CVB staff page, links to our social media outlets including Facebook,
Twitter, and Blog. The social media buttons have also been included in
the sites child pages.
New On -going news section on home page
Anew section has been added to the TravelDubu que. com home page
bdow the Spotlight section. This new area is used to featurethe latest
news and events in the area.
Survey on TravelDubuque.com
A survey has been developed & is currently running that has the
following features:
• Geo-targetedfor IP addresses that are 33 miles outside of Dubuque.
• Each uniquevisitoris prompted to take the survey; each quarter we
will select one of the survey participants to win a trip to Dubuque.
• The survey will be timed.
• Survey data will be collectedfrom completed and abandoned
surveys. Providing contact information including an email address is
completely optional.
New Special EventsSection
• Signature events like America's River Festival, What Women Want,
Duathlon, Mantastic Guyathlon, Run for a Vet 5K, and Border Battle
are listed in the drop down menu under Events.
• A scrolling banner of events is featu red on the home page with
events like America's River Festival, What Women Want, Duathlon,
Mantastic Guyathlon, Run for a Vet 5K, and Border Battle.
• Other community events are featured in the right hand column of
the home page.
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Marketing
SOCIAL MEDIA
Facebook
An online ad campaign ran from 9/4 — 9/18 with the goal of increasing our
Facebook Page Likes. The ad campaign has increased the page likes by
169; the ad showed stories about people liking the Dubuque CVB Page to
their friends in the nens feed and in the right hand column of Facebook.
Pinterest
A Pinterest account has been created & boards are under development.
These boardswill highlight unique and affordable itineraries, categories of
Dubuque attractions and more.
EVENTS
Duathlon
Marketing
• E- Blasts,TH Spadea, Dubuque 365, Inserts into the Galena Triathlon
Mantasti c Guyathlon
Marketing
• Newspaper Drop: Cedar Rapids Gazette, Iowa City Press Citizen,
Waterloo Courier, Madison Wisconsin State Journal, Rockford Register
Star
• Print: Dubuque 366, Bi zTimes, J ulien's Journal, Rockford Star, Cedar
Rapids Gazette, Madison Wisconsin State Journal, TH Spadea
• Online: KWWL,Social Media
• Radio: Dubuque, Madison, Rockford, Davenport, Cedar Rapids
• Television: KWWL
• Other: Bar Coasters & Standees at the Kennedy Mall with brochures
Run fora Vet 5K
Marketing
• Print: Dubuque 365, TH Sticky Note, posters
• Online: TH Online,Social Media
• Radio: Dubuque
• Other: Billboards
* Voices of the Warehouse District
Marketing
• Print: Dubuque 365, Julien'siournal (August, September issue),
posters
• Online: Social Media
• Other: Billboards
* Julien Dubuque International Film Festival
• Voice's Tab
• Postcard for 'Get down in the District' Event
QINDICATES CITY COUNCIL IDENTIFIED PRIORITIES
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DUBUQUE CONVENTION& VISITORS BUREAU REPORT
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Marketing
MARKETING
Small Market Meetings 1 July 2012
• 'Y Page Ad
• Circulation of 11,000
• Distributed to Meeting Planners across US
• Includes editorial on Dubuque
USA Weekend, Summer Getaways 1 May 2012
• Circulation of 1,200,000
• Distributed to Iowa, Kansas, Minnesota, Missouri, Nebraska, North
Dakota, South Dakota
• First time we have run an ad in this publication
Julien'sJournal 1 June & July 2012
• 2 Full Page Ads
Brava 1 June 2012
• Circulation: 18,000
• BRAVA reaches active, influential women of all ages. The average age
of the BRAVA reader is 43.
• Full Page Ad
Cubs 2012 Yearbook
• Circulation: 700,000
• Wrigley Field
• Full Page
Iowa Group Travel Site
• 76,000 Impressions
• Iowa's Group Travel lead source.
• 296px by 96px Online Ad & Online Listing
Midwest Destination Guide 1 Spring /Summer 2012
• Official Visitors Guide of the Midwest Tourism Association
• Covers Illinois, Indiana, Iowa, Michigan, Minnesota, Missouri, Ohio,
and Wisconsin.
• Full page ad & editorial
Going on Faith 1 June /July 2012
• Editorial featuring the National Mississippi River Museum
• Going On Faith isthe official publication of the Going On Faith
Conference. It is mailed six times a year to more than 6,500 qualified
travel directors for churches, synagogues and other religious groups
and to tour operators who serve this market. These religious travel
programs serve both youth and adult groups
19
DUBUQUE CONVENTION & VISITORS BUREAU REPORT
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Marketing
MARKETING
Leisure Group Travel j June 2012
• Feature article
• Circulation: 20,000 Groups
• Distributed to group travel buyers
TRAVEL IOWA CO -OP
2013 Coop Advertising Contract Signed
The Group Travel Leader !April 2912
• Circulation: 20,D00
• The GroupTravel Leader is mailed on a controlled circulation basis to
morethan 20,0:0 qualified readers.
Best of the Midwest Travel
• Circulation: 979,488
• Destination Listing & Print ad
SPECIAL MARKETING
Radio Partnership
• July /August — Dane County /Madison Market
• Vision Iowa Out of State Marketing Grant in conjunction with the
National Mississippi River Museum & Aquarium
PR
Association News 1 July 2012
• Featured article
• Circulation:42,DO0
• Distributed to association ececutives and meeting planners
MeetingsFocus Mid-America 1 August 2012
• Features on Hotel Julien Dubuque, Grand Harbor Resort &Waterpark
and Grand River Center
• Circulation: Illinois, Indiana, Iowa, Kansas, Michigan, Minnesota,
Missouri, Nebraska, North Dakota,South Dakota and Wisconsin
• Distributed to meeting planners
Northwest Quarterly j Summer 2012
• Featured article
• Circulation: Northern Illinois &Wisconsin
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DUBUQUE CONVENTION& VISITORS BUREAU REPORT
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Marketing
PR
Press Releases submitted to Media
• Cabela's King KatToumameitTrail on The Mississippi River At The City
Of Dubuque, Iowa
• Mississippi River in Dubuque, Iowa is Open for Business
• Iowa Grocery Industry Assadatlon Conference Makes its Move to
Dubuque
• Torqudest announces move to Dubuque
• Iowa Grocer's Association in Dubuque
• Enjoy America's RiverAtSummer Of Paddling 2012 Event!
• Iowa Museums Celebrate Governor's Proclamation with Iowa
Museum Week!
• Yet Another World Record Falls As DockDogs Warms Up For The 2012
World Championships
• Stewards of the Upper Mississippi River Refuge: Live Feed From
Pelican Island
TRAVEL MEDIA SHOWCASE
The Dubuque CVB (Becca Krapfl) attended the Travel Media Showcase in
Sioux Falls, South Dakota from August 21— 24,2012. 33 interviens with
travel writers from across the country were scheduled. Several writers
ecpressed interest in visiting Dubuque over the next year.
TRAVEL WRITERS
The Dubuque CVB hosted 2 travel writers over the past month. Sher
Asperse f rom Home &Away Magazin a visited Dubuque on August 31—
September 2. She is writing an article that will be released in late winter/
early spring. The second travel writer was Julie Henning from Roadtrips
for Families, an online blog; she visitedS eptember 7- 8. She has written
on article on the National Mississippi River Museum & plans to write
additional articles about her visit.
TRI -STATE TOURISM
A website & blog is under construction for Tri -State Tourism. (twill in dude
photogalleri es, a blog as well as the current content to promote Tri -State
Tourism.
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DUBUQUE CONVENTION& VISITORS BUREAU REPORT
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Marketing
FOCUS GROUP
A series of three focus groups were held on August 11, 2012. Each focus
group lasted 1 hour beginning at 10 am. The CVB worked with the City
of Dubuque to develop the focus group questions. Participants arrived on
Friday and departed on Sunday with lodging and a gift card to use at their
discretion. A complimentary boat cruise was offered on Saturday for the
participants & their guests.
Overall, the focus groups provided feedback that will be beneficial for
future marketing for the CVB. For more information and full demographics
see attached document.
*See the full Focus Group Report attached.
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DUBUQUE CONVENTION& VISITORS BUREAU REPORT
river town reinvented
.Focus Group Report 2012
Overview
The marketing goal of the Dubuque Convention & Visitors
Bureau (CVB) is to create & implement a marketing plan that will
contfnueto raise awarenosthat Dubuque is aviable, unique
destination to draw business year- roundto increase 'heads in
beds'. In order to attract visitors to our area we need to know
who our visitor is so that we can customize our marketing plan
fora direct impact. To create this targeted marketing plan the
CVB has researched our vi sitars through a first ever,
comprehensive, year -long study including a survey, focus groups
and marketing plan development.
The fi rst step in this research was a 13 question survey
deedoped using the Dubuque CVB Welcome Center survey
(derived from the Iowa Tourism Office Annual Survey) and
compiled with questionsgearedtowards learning about visitors
to Dubuque. In February 2012,the survey was sent out to a
database of 6,910 emails. These addresses were garnered
through visitor guide requests from wwwtraveldubuque.com,
our Welcome Center and leads from the Travel Iowa Co -op ad
placement. Each survey participant had the opportunity to
opt -in fora partially compen sated trip to Dubuque, if they were
interested in participating in a focus group. Th ese focu s groups
were designed to continue to identity the demographic of
Dubuque visitors and various aspects of their vacation planning
and wed ences. The focus groupswerefadlitated by the
Convention &Visitors Bureau; the questions for the fowsgroups
were compiled in collaboration with the City of Dubuque.
Upon completion of the focus groups, the data from the survey
and focus group's feedback was analyzed to create a targeted
marketing approach for the 2012/2013 fiscal year. The results
will provide direction in achieving a strategic marketing approach
forthe CVB. The following report provides the overall process of
the 2012 focus groups.
02
riper town reinvented' DUBUQUE CONVENTION & VISITORS BUREAU I FOCUS GROUP REPORT
•
111'
Table of Contents
SURVEY RESULTS
FOCUS GROUP
Demographics
Goal & Question Development
Outcomes According to Goal
Investment
MOVING FORWARD
THANK YOU
APPENDICES
Full Survey Results
Survey Comments
Focus Group Notes
4
5
9
11
12
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SURVEY: OVERVIEW
The survey was sent via email to a total of 6,910 email contacts. This
contact list was generated from visitor guide requests that were received
online, in the We come Center, and through the Travel Iowa Co-op ad
placement.
The survey was comprised of 13 questions; these questions were
de/eloped using the Dubuque CVB Welcome Center Visitor Survey
(derived from the Iowa Tourism Office Annual Survey). Each survey
participant had the opportunity to be selectedfor involveneit in a focus
group held in Dubuque. Over 60°6 of the survey participants provided
information to be part of thefocusgroup.
Forthefull survey report including a break down of all participants
please see Appendix 1 at the end of this report on page 12.
SURVEY RESULTS
Date Sent 2/1 /2012
Audience Visitor Guide requestors
Total Audience Reach 6,910
Survey Open 1720 33.2°,6
• nd ustry Standard Open Rote 17.496
Survey Click-through 981 57.0%
industry Standard akk- througl, Rote 11246
Survey Responses 649 9.3995
industry Standard Response Rote 1046
Focus Group Entries 436 67.18°,6
Industry Standards provided through Constant Contact (survey provi der)
'Open late: Percentage of recipients to whom you sent an email that actually opened it
•Click - through rate: Percentage of people who opened the email and cliched at least one
lino; in the email
Survey Paricipant Quote
"I had the most awesome tfine [in Dubuque]. We drove over the bridge
to Wisconsin and back and strolled along the Mississippi River. We
walked downtown and enjoyed seeing all the old buildings having been
restored. Overall it was just a relaxing and inspring week."
Survey Paricipant Quote
1 LOVE to visit Dubuque. My family and I visit often to shop or just to
hang out and watch the lodcs at Eagle Point park."
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14 'ar
_Ft'..,.r a ■.t
it ..r,i �;:..._ I 01111.0!0,6 mg
c ~z
river town reIrrvarited!
Focus Group
DEMOGRAPHICS
The participants of the focus groups were selected from four target
market areas: Madison, WI; Chicego, IL; Des Moines, IA; Cedar Rapids, IA.
Each focus group member was called to participate and to confirm their
interest in July 2012. Once the focus group member confirmed their
participation, they indicated if their spouse, partner, or significant other
would be joining the focus group. Every member of the focus group
brought an additional person to participate in thefocus group.
Following phone confirmation, email corresponencewas utilized to
finalizetravel arrangeneits. Once all of thefocus group members were
confirmed, "Save The Date" postcards were mailed in IateJulyand a
personalized itinerary of their trip was sent in August.
GROUP 1
Participant IA Participant 1B
# Attending
2
2
Location
Madison, WI
Des Moines, IA
Age
Income
Ethnicity
40-49
$33 -93K
White, not of
Hispanic origin
GROUP 2
3D-39
$7030K
White, not of
Hispanic origin
Participant 2A Participant 2B Participant 2C
# Attending
2
2
2
Location
Chicago, IL Madison, WI
Cedar Rapids, IA
Age
Income
Ethnicity
60+ 33-39
100+< $7030K
White, not of White, not of
Hispanic origin Hispanic origin
( KVUH
40-49
$40-50K
Hispanic
Participant 3A Participant 3B Participant 3C
# Attending
2
2
2
Location
Chicago, IL
Cedar Rapids, IA
Des Moines, IA
Age
Income
60+
$33-40K
Ethnidty Hispanic
3D-39
$93-100K
White, not of
Hispanic origin
50-59
$93-100K
White, not of
Hispanic origin
05
DUBUQUE CONVENTION & VISITORS BUREAU I FOCUS GROUP REPORT
1
Focus Group
GOAL & QUESTION DEVELOPMENT
The goal of the focus groups was to find out the demographic of a visitor
to Dubuque by focusing on the following aspects of their trip:
Who is coming?
Why are they coming?
What are they doing on their trip?
How was their overall experience?
Would they come back?
What would encourage them to come back?
What can the community do to improve their visit?
In order to reach our focusgroup goal, a list of detailed questionswas
generated. This question list was created in collaboration with the City
of Dubuque, CindySteinhauserand Randy Gehl.
INVESTMENT & INCENTIVE
Each member of thefocus group was offered incentives to participate.
These incentives included a two night weekend trip to Dubuque with
complimentary lodging, tfdcetsto local attractions, a river boat ride,
and two gift cards totalling $150. The fi rst gift card was $50, whi ch
each member received with their personalized itinerary prior to arriving
in Dubuque. The second was valued at $100 and wa s provided u po n
completon of the focus group. These gift cards were provided ito offset
costs incurred by participants for transportation and meal expenditures.
Item
Expense
Gift Cards
Hotel Rooms
Breakfast Costs
River Boat (Dinner & Drinks Included)
National Mississippi River Museum &Aquarium
Tickets
Miscellaneous Expenditures
$1200.00
$900.00
$200.00
$1E00.co
$0.00
$100.00
Total
$4,000.00
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riper town reinvented' DUBUQUE CONVENTION & VISITORS BUREAU I FOCUS GROUP REPORT
Focus Group
OUTCOMES ACCORDING TO GOAL
The outcomes of both the survey and the focus groups were used to
answer the questions set forth by the goal of the fow s groups. Through
the combination of the responses of 649 surveys and 16 focus group
members,the CVB was able to clearly identffythe outcomes of our goal.
GOAL: Thegoal of thefocusgroups were to find out the demographic of a
visitor to Dubuque by focusing on the following aspects of their trip.
Who is coming?
The majority of Dubu que vi sitars are between the eges of 33— 66.
Upon leaming about Dubuque as a desttnatton,via marketing Efforts
and word of mouth, visitors conduct further research using media
such as the web, social media, brochures, Etc., to make their final
desicion to visit Dubuque.
Why are they coming?
The Dubuque visitor is looking fora unique and affordable 1- 2 day
getaway to relax and unwind.
What are they doing on their trip?
The Dubuque visitor is interested in everything Dubuque has to offer.
Their top areas of interest include historic attractions, shopping and
scenic byways.
Thefamily basal traveler is interested in restaurants & attractions
that are budget & family friendly. They are interested in
educational and outdoor activitio for their family.
The adult traveler is interested in gaming, restaurants, and unique
shopping they are less concerned about their budget. The adult
traveler's interests are based on each individual and they will travel
year round.
Survey Paricipant Quote: "Our days and evenings were filled to the
brim with wonderful things to see and do. We love the area and would
love to visit again! Fun! Fun! Fun!"
How was their overall Experience?
The average visitor has agreat experience ranging from service
at lodging, restaurants and attractions. They feel that Dubuque is
friendly, affordable and clean. They feel Dubuque is a safe community
that is easy to navigate specifically when using the way-finding
system.
Survey Paricipant Quote
"We discovered so much history and some great architecture as well.
There's more to Dubuquethan many visitors expect."
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Focus Group
OUTCOMES ACCORDING TO GOAL
Wouldthey come back?
The average visitor would come back to Dubuque and would highly
recommend it to their colleegues,friends & family.
Survey Paricipant Quote
"We came here for our 20 year anniversary- loved it and want
to come back - we havetold many friends and family about our
wonderful trip."
What would encourage them to come back? What can the community do
to improve their visit?
The Dubuque visitor is interested in additional trips to Dubuque.
Dubuque is an affordable destination that provides the perfect 1- 2
day getaway to relax and unwind which is wh at our visitor is looking
for.
The CVB would liketo contfnueto expandthe audience attracted
to the community by providing more attractf on s for various
demographics such as the 10 -18 year old and the 19- 30year old.
Recommendatfonsforthese agegroups included additional children
musuems, zoos and most importantly padceg6 that will makethe
travel experience even more affordable.
Our marketing has created a strong brand and hasgenerated buzz
about Dubuque and the surrounding communities. It entices people
to visit an d then share thei r ecpe ien co with colt egues, f ri ends and
family. Our branding has been the catalyst for the word of mouth that
brings visitors to our community.
Survey Partcipant Quote
"I had the most awesometfine. We went to try all the casinos andwe
tried different restaurants and were well satisfied. We drove over the
bridge to Wisconsin and back and strolled along the Mississippi river.
Overall it was just a relaxing and in spring week."
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09
Moving Forward
The results that have been compiled from the survey and focus groups
have provided the CVB an informed direction and guidance in developing
a strong, targeted marketing plan. The information has also gamered
insight on our visitor that allows us to better know whothey are and how
to directly market to them to bring them to Dubuque.
OUR TARGET MARKET
Based on the research, Dubuque currently draws two different types of
lei sure travelers.
The first type of leisure traveler is 33- 45 years of age, has a family, is
bucgEt conscience and is looking for deals. This traveler is looking for a
quick, 1- 2 day, destination in theSpring /Summa /Fall time frame.
The second type of Ieisuretraveler is 46- 65 years of age, is not budget
conscience (appreciates a deal but does not require them). Thistraveler
will travel year round.
Both groups come to Dubuquefora 1- 2 day trip; our visitor does not
view Dubuque as a week long destination.
NOTE: 21 - 30 Demographic
Majority of the survey distribution was based on Visitor Guide requests,
via traditional methods of marketing, which only captured4.9% of the 21
- 30 age demographic in survey participants. Based on a research study,
"GenerationsX (ages 29-42) and Y (ages 18- 28)...are both more likely to
read blogs, watch Interne videos and spend more th an 9 hours online a
week for personal purposes than other generations."
Our web analytics indicate a significant growth in our web usage. From
January - October, our site visitors have grown 39.50% over the previous
year. The visitors to the Visitors Guide page have grown 104.7% over the
past year.
In order to capturethe 21- 33 demographic via media they are likely to
u se, we have implemented an online survey. A visitor to our site that is
bEyond a 33 mile radius of Dubuque will be prompted to take a survey
and will have the opportunity to win a freetri pto Dubuque for their
participation.
This survey will contnueto helpthe CVB gather more information on our
visitor.
•Research conducted by N{S Recruitment Communications
DUBUQUE CONVENTION & VISITORS BUREAU I FOCUS GROUP REPORT
e tn, UTI
Moving Forward
OUR MARKETING PLAN
Over the nectyear,the CVB will use this information to guide our
marketing initiatives as wdI as continue our branding efforts. Our goal is
to increase awareness that Dubuque is an affordable, unique destination
and to draw bu sin essyear-round to increase 'heads-in-beds".
Our efforts for the leisure traveler will be focused in the following
locations: Madison /Dane County, WI, Des Moines (metro area), IA, North
Chicago (utlizing Galena), IL.
Our efforts will be directed to the two demographics (see demographics
on page 9) that we have targeted through a variety of media including
but not limited to television, print material, online advertisements, social
media, customized e.blasts and more.
FUTURE RESEARCH INITIATIVES
The CVB wiII contfnueto research and gather information on our visitor.
This will help the staff evaluate the effectiveness of marketing campaigns,
identify any changes in our visitor and guide f utu re initiatives.
Surveys distributed via e.blasts will be releasal yearly, the online survey
will be on -going and the focus group will be held bi- annually. This will
allowthe CVB to continually gather necessary information to make
informed decisions.
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riper town reinvented' DUBUQUE CONVENTION & VISITORS BUREAU I FOCUS GROUP REPORT
Thank You
The Dubuque Convention & Visitors Bureau would liketo extend a thank
you to all !acting, restaurants and attractions that participated in the
2012 focus groups as well as the City of Dubuque. We hopeto continue
to devel op the research initiative of our marketing plan in the Tutu re &
look forwardtoworking with our partners in this Mort.
PARTICIPATING HOTELS
Baymont Inn
Best Western Plus Dubuque Hotel & Conferen ce Center
Comfort Inn
Country Inn &Suites
Grand Harbor Resort & Waterpark
Hampton Inn
Hilton Garden Inn
Hotel Julien Dubuque
PARTICIPATING ATTRACTIONS
National Mississippi River Museum & Aquarium
American Lady
Focus Group Paricipant Quote
"WOW...what a wonderful wethen d we had in Dubuque! We want
tothankyou so much for induding us in your invitationsforthefocus
group. You sograciously andgeierously hosted us and
overwhelmed us with thegood will of the city. We had such a fun
weekend and there are so many thingstothankyou for. It is a weekend
we will talk about and cherish for a long time."
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Appendix 1: Survey Results
12
1. What is your gender? 5. What is your household's annual income?
Number of Response(s) Response Ratio Number of Response(s) Response Ratio
Female 424 65.3% Less than $19,999 16 2.4%
Male 224 34.5% $20,000 - $29,999 43 6.6%
No Responses 1 <1% $30,000 - $39,999 47 7.2%
Total 649 100% $40,000 - $49,999 69 10.6%
$50,000 - $59,999 99 15.2%
$60,000 - $69,999 63 9.7%
2. What is your age? $70,000 - $79,999 85 13.0%
Number of Response(s) Response Ratio $80,000 - $89,999 55 8.4%
20 - 29 32 4.9% $90,000 - $99,999 58 8.9%
30 - 39 104 16.0% Greater than $100,000 111 17.1%
40 - 49 145 22.3% No Responses 3 <1%
50 - 59 211 32.5% Tota I 649 100%
60+ 156 24.0%
No Responses 1 <1%
Total 649 100% 6. What best described your travel party? (please check one)
Number of Response(s) Response Ratio
Family (with children
3. What is your ethnicity? under 18) 186 28.7%
Number of Response(s) Response Ratio Adults (no children
American Indian under 18) 457 70.6%
or Alaskan Native 6 <1% Business Traveler(s) 5 <1%
Asian or Pacific Islander 7 1.0% Group Tour 4 <1%
Black, not of hispanic Total 647 100%
origin 9 1.3%
Hispanic 12 1.8%
White, not of 7. When did you take a trip to Dubuque, IA? (please check all that
Hispanic Origin 614 94.6% apply) If you have not visited Dubuque, IA, please end the survey.
No Responses 1 <1% Number of Response(s) Response Ratio
Total 649 100% 2008 169 26.2%
2009 168 26.1%
2010 257 39.9%
4. I n what state do you reside? (Please enter two letter abbreviation for 2011 324 50.3%
your state) Have yet to visit
See Comments futher down. Dubuque 51 7.9%
Tota I 643 100%
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DUBUQUE CONVENTION & VISITORS BUREAU / FOCUS GROUP REPORT
Appendix 1: Survey Results
8. How many trips to Dubuque, IA did you take between 2008 &
2011? (please check one)
Number of Response(s) Response Ratio
1 273 42.0%
2 110 16.9%
3 84 12.9%
4 49 7.5%
5 32 4.9%
6 or more 68 10.4%
No Responses 33 5.0%
Total 649 100%
9. How many nights did you spend in Dubuque, IA on your most
recent trip? (please check one)
Number of Response(s) Response Ratio
Day trip, no
overnight 166
one night 153
two nights 179
three nights 75
four nights 15
five nights 8
6 or more nights 22
No Responses 31
Tota I 649
25.5%
23.5%
27.5%
11.5%
2.3%
1.2%
3.3%
4.7%
100%
10. About how much did your travel party spend on your last trip
to Dubuque, IA? (please include transportation, lodging, food,
shopping and entertainment)
See Comments futher down.
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11. What were your areas of interest while in Dubuque, IA? (please
check all that apply)
Gaming
Wineries /Breweries
Agricultural Attractions
Visit friends /family
Historical Attractions
Museums
Scenic byways
Participatory sports
Spectator sports
Shopping
Festivals/Events
National /State parks
Culinary
Outdoor Land Recreation
(trails / hiking / biking) 139
Outdoor Water Recreation
(boating/ swimming) 56
Outdoor (wildlife /
hunting / fishing) 41
Outdoor Winter
Recreation (cross- country
skiing, skiing,
snow - shoeing) 14
Antiquing /Picking 121
Water Parks 62
Other 53
Tota I 618
Number of Response(s)
240
268
51
132
361
312
300
11
30
303
149
159
123
Response Ratio
38.8%
43.3%
8.2%
21.3%
58.4%
50.4%
48.5%
1.7%
4.8%
49.0%
24.1%
25.7%
19.9%
22.4%
9.0%
6.6%
2.2%
19.5%
10.0%
8.5%
100%
DUBUQUE CONVENTION & VISITORS BUREAU / FOCUS GROUP REPORT
Appendix 1: Survey Results
12. Where did you hear about Dubuque, Iowa? (please check all that apply)
Number of Response(s) Response Ratio
Television ad 25 4.0%
Magazine ad 65 10.5%
Web banner ad 10 1.6%
Social media (Facebook,
Twitter, YouTube, blog,
etc.) 16 2.5%
Newspaper or
magazine article 87 14.0%
Search engine 102 16.5%
Word of mouth /family
& friend 341 55.1%
Other 141 22.8%
Total 618 100%
Appendix 2: Survey Gomments
http: / /www.traveldubuque .com /Summary_Follow Up Survey- Dubuque Visitors_comments.xls
Appendix 3: Focus Group Notes
GROUP 1: http: / /www.traveldubuque. com / focusgroup / Focus°°% 20Group°%20Questions_group1.pdf
GROUP 2: http: / /www.traveldubuque. com / focusgroup / Focus°° %20Group %20Questions_group2.pdf
GROUP 3: http: / /www.traveldubuque.com /focusgroup/ Focus %20Group %20Questions_group3.pdf
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DUBUQUE CONVENTION & VISITORS BUREAU / FOCUS GROUP REPORT