Convention and Visitors Bureau Quarterly ReportHIGHLIGHTS
Since July 2013, the Dubuque Area Convention & Visitors Bureau has taken strides in positioning itself as a vital organization to the
continued prosperity of the Dubuque area. The internal infrastructure of the organization has been restructured to support a full
Board of Directors and an Advisory Committee. Staffing is provided by the CVB in addition to two employees who are contracted
through the Chamber.
While the CVB is no longer membership based, a Co -Op program was developed to continue to offer our partners in the industry
support and promotion to our visitors. The Marketing Co -Op program has been presented to our partners and the feedback has been
very positive.
Numbers from the annual Travel Iowa Impact Study show an increase in travel related expenditures for Dubuque County in 2012:
Expenditures Payroll Employment State Tax Local Tax
YEAR (Millions) (Millions) (Thousands) (Millions) (Millions)
2002 166.84 35.25 2.53 9.23 2.42
2003 186.03 37.77 2.6 10.22 2.68
2004 200.13 28.69 2.6 10.56 2.81
2005 214.72 39.69 2.6 10.86 2.93
2006 236.82 41.78 2.69 11.47 3.14
2007 253.2 43.66 2.73 12.03 3.33
2008 253.66 44.22 2.67 11.61 3.35
2009 254.03 45.38 2.76 12.69 3.62
2010 275.28 45.37 2.71 13.03 3.78
2011 302.43 47.79 2.8 13.57 4.02
2012 320.56 49.91 2.84 14.32 4.19
Expenditures (Millions)
350
300
302A3
250
2532 2566 -2503
236.82
200 21432
200.13
186.03
150 166.84
100
50
0
2002 2003 2004 2005 20[18 21103 2008 21109 2010 2411 2012
2
ORGANIZATIONAL CHART
MARKETING,
Taylor Kellogg
i
Board of Directors
PRESIDENT / CEO, Keith Rahe
STAFF
CVB Advisory Committee
LSPORTS & EVENTS,
Tyler Daugherty
CONVENTION /
GROUP SALES,
Julie Kronlage
OPERATIONS, WELCOME CENTER,
Contract with Christine Schmidt
Chamber,
Sara Hanten
RECEPTlIONIST, I
Lori Fiebelkorn
AREA CONVENTION &'VISITORS BUREAU
3
1
BOARD OF DIRECTORS
Joyce White - Board Chair
Dubuque Area Chamber of Commerce
Board of Directors Representative
Five Flags Center
John Sutter -Vice Chair
National Mississippi River Museum & Aquarium
Mike Donohue - Treasurer
Dubuque Area Chamber of Commerce
Board of Directors Representative
US Bank
Tony Pfhol - Dubuque Main Street
Board of Directors Representative
Fischer Companies
Mike Van Milligen - City of Dubuque Representative
City Manager
Ric Jones - City of Dubuque Representative
City Council Member
Mayor Roy D. Buol - City of Dubuque
Representative
City of Dubuque
John Tallent - Dubuque Area Chamber of Commerce
Board of Directors Representative
Medical Associates Clinic & Health Plans
Wayne Demmer - Dubuque County Representative
Dubuque County Supervisor
ADVISORY COMMITTEE
John Sutter - Committee Chair
National Mississippi River Museum & Aquarium
Don Howes, Five Flags Center
Ann Cannon, Dyersville Area Chamber of Commerce
Joyce Connors, Dubuque City Council Member
Dave Decker, Tri -State Tourism Council
Lynn Sutton, Dubuque City Council Member
Cindy Steinhauser, City of Dubuque Staff
Sarah Kluesner, Crust Italian Kitchen / Mainstreet
Chophouse
Randy Gehl, City of Dubuque Staff
Lisa Lynch, Mainstay Suites
Jim Rodrigues, Quiet Walker Lodge
Brian Preston, Dubuque County Conservation Board
Christie Rang, Dubuque Main Street
Mark Wahlert, Dubuque Museum of Art
4
Joey Taylor, Dubuque Racing Association
Stacy Farrey, Best Western Plus Dubuque Hotel &
Conference Center
Marty Maiers, Diamond to Casino
Nancy Webster, Dubuque River Rides
Rick Kruser, Potosi Brewing Company
Mitzi Yordy, Grand River Center
Matt Strelo, Dubuque Community School Board
Sue Moran, Grand Harbor Resort/ Grand River
Center
Maurice Jones, City of Dubuque
Geri Shafer, Arts Management Consultant
Valorie Woerdehoff, Loras College
NEW FOR FY 2014
MARKETING CO-OP PROGRAM
WHAT I5 REQUIRED TO BE CONSIDERED A BASIC MARKETING CO -OP PARTICIPANT?
Businesses must fall into (at least) one of these categories as they are the travel related categories as defined by the CVB:
Attractions, Events, Nature & Outdoors, Restaurants, Retail, Sports, Bed & Breakfasts, Cabins, Campgrounds, Cottages, Guest Homes,
Inns and /or Rentals, Full Service & Select Service Hotels
There are also two subsets of the Basic Marketing Co -Op that interested businesses must fall into. Inside of Dubuque County Co -Op
Participants and Outside of Dubuque County Co -Op Participants.
INSIDE DUBUQUE COUNTY CO -OP PARTICIPANTS
Businesses located in the City of Dubuque and /or Dubuque County that fall into the categories of travel related businesses as defined
by the CVB are eligible for Basic Marketing Co -Op at no cost.
OUTSIDE OF DUBUQUE COUNTY CO -OP PARTICIPANTS
Businesses located outside of Dubuque County that fall into the categories of travel related businesses as defined by the CVB AND
are located within a 50 mile radius of Dubuque are eligible to invest in a Basic Marketing Co -Op.
Attractions, Events, Nature & Outdoors, Restaurants, Retail, Sports, Other = $300
Lodging: Bed & Breakfast, Cabin, Campground, Cottage, Guest Home, Inn and /or Rental, = $300
Lodging: Hotels (Full & Select Service)
0 -50 Rooms = $300
51 -100 Rooms = $400
101+ Rooms = $500
WHY IS THERE A FEE FOR CO -OP PARTICIPANTS OUTSIDE OF DUBUQUE COUNTY?
The CVB is funded through Dubuque hotel /motel tax dollars as well as an investment by the Dubuque County. This funding allows the
CVB to properly promote and support those businesses that fall within those parameters. In order to extend these services beyond
the Dubuque County border, an investment must be made to give participants of the Co -Op outside of Dubuque county the same
amount of promotion and services.
WHAT DOES THIS INCLUDE?
For both Inside of Dubuque County & Outside of Dubuque County Co -Op Particpants, a Basic Marketing Co -Op includes the following:
> Listing in the Dubuque Visitors Guide
> Listing on www.traveldubuque.com
> Listing in the Meeting Planner Guide*
> Listing in the Group Tour Planner Guide*
> Listing in the Sports Directory Guide*
> Brochure Space in Iowa Welcome Center
> Submission of events to our online calendar at www.traveldubuque.com and at the Iowa Welcome Center
> Consideration for marketing promotion at the discretion of the CVB
> Participation in the Dubuque Area CVB Sales Committee
> Visitor Guide Distribution Point
Items marked * must have the amenities to provide for specified type of visitor. Co -Op Marketing form(s) must be completed,
submitted and approved by the CVB prior to Co -Op fulfillment on the part of the CVB.
6
SALES
RECAP
On August 8 -9, a meeting planner from Travel and Transport out of Cedar Rapids spent time touring Dubuque on a FAM tour.
Hi f ulie,
Hopeyou had fun golfing Friday afternoon &evening. You had to be exhausted. Ijust wanted to thankyou for allyourhospitality,
you were agreat hostess. I was impressed with all Dubuque has to offer and wiII keepyou posted when Iam sending business
toyour community.
Thanks again,
Janet Weeky
Travel Advisors 11241 Park Place NE, Suite A f Cedar Rapids, IA 52401
319- 395 -9920
On August 20, Julie attended the Iowa Meetings Marketplace in Des Moines. She met with about 20 meeting planners to talk about
all that Dubuque has to offer for meeting space. Leads from this show will be sent out to the CVB Sales Committee the week of
September 23.
The CVB also hosted an event at Principal Park in Des Moines for meeting planners from Central Iowa and namely Des Moines.
There were 10 planners in attendance. From this event, we have learned that the Iowa Association of Business & Industry may be
considering a return to Dubuque in 2017, this is a decision that the President of the Association for that year determines. We also
heard from the Petroleum Marketers and Convenience Stores on the successful conference they had in Dubuque at the end ofJuly
and learned that they may return in 2014, they will be making a decision in late September. Also, Molly Lydon with the Iowa Bankers
Association and Cindy Bergman with Helmsbriscoe want to set up a time to come to Dubuque to tour for future business. All in all it
was another successful event and we look to secure some future business in the community because of it.
The National State Park Directors Association held their annual conference in Dubuque on September 2 -6, 2013 and it was a huge
success. There were over 200 people in town from almost every State and provinces in Canada. It is estimated that this conference
had an economic impact of $249,375 to the community.
Julie attended the Small Market Meetings Marketplace October 6 -8, 2013 in Sioux Falls, SD. At the event she met with 44 meeting
planners in 6 minute appointments to learn about their event as well as give a brief insight into Dubuque's meeting planning
offerings. This was the second year the CVB has attended the event. Overall, it was a good event and Julie will work the leads to
generate new business to the community. This event focused on meetings of under 500 people and planners looking at Tier 2 and 3
communities.
Dubuque hosted the Iowa League of Cities Conference September 25 -27, 2013. According to their meeting planner over 1,100 people
were in attendance. Just prior to the conference, the Growing Sustainable Communities Conference was held with over 400 people at
the event. Both events were held at the Grand River Center.
AREA CONVENTION &VISITORS BUREAU
7
SALES
UPCOMING
In cooperation with the Ames Convention & Visitors Bureau, the Quad Cities Convention & Visitors Bureau and the Waterloo
Convention & Visitors Bureau, a new itinerary has been put together to attract domestic and international group tour business. The
new itinerary called: Dig In! I Iowa's Ag Innovation Tour, focuses on many great things to see and do in our state revolving around
agriculture. Julie Kronlage wrote for and submitted a grant to the Silos and Smokestacks National Heritage Area for $5,000 to assist
in promoting this event and the grant was funded. These four entities will be attending the International POW WOW Marketplace in
April 2014 to promote this itinerary and to work to bring in more group travel to the State of Iowa.
Planning continues for the National Holstein Conference which will take place in Dubuque June 24 -28, 2014. With between 1,200
and 1,500 delegates from across the United States and provinces in Canada expected, many different parts of the community will be
impacted. The next meeting for this group is October 15.
The next FAM Tour will take place on October 24 — 25, 2013. We have three planners coming, one from Georgia and two from
Chicago. The final FAM for the year will be November 8 -9, 2013.
The Community Development Society will be hosting their board meeting in Dubuque November 8 -9, 2013. This is a national group
that will hold their large conference in the community in July of 2014 at the Grand River Center. Julie is working with this group to
assist in conference planning as well as offsite events.
October conferences and events include the Iowa Retired School Personnel, October 2 -3 with 225 people at the Best Western Plus;
Loras, Clarke and the Univeristy of Dubuque Homecomings October 11 -13; Iowa Rural Water Association October 8 -9 with around
100 people at the Grand River Center; Tri -State Brain Injury Conference with around 200 people at the Grand River Center October
18 -19.
Conferences that are currently being worked on to secure for future business in the community include the Great Lakes Chapter of
the American Association of Airport Executives for August of 2016; Farmers Cooperative Company midsummer meeting for July 2014
—July 2018, Iowa Jewelers Association for June 2015.
New conferences that chose Dubuque include the Midwest Regional AHDI Conference for September of 2014 at the Best Western
Plus and the Midwest Hosta Conference for July 2015 at the Holiday Inn Dubuque / Galena.
8
HOSPITALITY
*includes Full and Select Service
-missing 5 select service properties
NOTE: 2011, 2012, 2013 are actual numbers, previous years were a combination of actuals and estimates.
JULY OCCUPANCY
Full Service Select Service City Wide* B &B
2013
2012
2011
2010
76.3%
78.6%
73.2%
76.6%
AUGUST OCCUPANCY
65.3%
67.4%
69.5%
67.0%
70.8%
72.7%
71.4%
71.3%
30.7%
34.9%
29.4%
N/A
Full Service Select Service City Wide* B &B
2013
2012
2011
2010
72.9%
75.9%
72.9%
70.6%
SEPTEMBER OCCUPANCY
67.7%
66.8%
68.9%
61.2%
70.4%
71.1%
70.9%
65.4%
46.0%
35.1%
25.0%
N/A
Full Service Select Service City Wide* B &B
2013
2012
2011
2010
70.4%
70.7%
73.8%
69.0%
YEAR TO DATE OCCUPANCY
61.0 % -
63.5%
69.7%
63.8%
66.2%
66.9%
71.7%
66.2%
32.6%
34.2%
37.5%
N/A
Full Service Select Service City Wide* B &B
2013
2012
2011
2010
64.5%
64.6%
65.2%
61.5%
53.5 %0',
55.4%
56.9%
55.3%
QUARTERLY-Q1 OCCUPANCY
59.0%
59.9%
61.0%
58.1%
25.9%
22.0%
26.6%
N/A
Full Service Select Service City Wide* B &B
2013
2012
2011
2010
73.2%
75.1%
73.4%
72.1%
64.9%
65.9%
69.3%
64.0%
69.3%
70.2%
71.3%
67.7%
35.8%
34.7%
30.5%
N/A
AREA CONVENTION &'VISITORS BUREAU
9
HOSPITALITY (continued)
VISITOR GUIDES
Quarterly - Q1 - How Requests Came In
July Online
Total Mailed: 430 Phone Call
Total Distributed: 6,753 EITA
Comparison to total mailed in 2012: -29%
Magazines (4)
August Mail
Total Mailed: 370
Total Distributed: 7,123
Comparison to total mailed in 2012: 32%
September
Total Mailed: 196
Total Distributed: 7,379
Comparison to total mailed in 2012: 40%
Year to Date
Total Visitor Guides Distributed: 70,950
502
93
41
318
8
52.2%
9.7%
4.2%
33.1%
.8%
Quarterly - Q1 - Top State Requests
Iowa
Illinois
Wisconsin
Minnesota
Missouri
211
202
165
65
35
21.8%
20.3%
16.6%
6.5%
3.5%
Visitor Guides Mailed Comparison Chart
January
February
March
April
May
June
July
August
September
Totals:
2013
255
137
911
2765
1254
1001
430
370
196
7319
2012
155
214
1,357
1931
1097
881
612
279
140
6666
VISITOR GUIDE VIEWS ONLINE
2011
123
121
298
1832
3697
1245
527
236
175
8254
2010
115
146
621
2443
2470
1469
546
845
194
8849
January 1, 2013 — October 8, 2013
January 1, 2012 — October 8, 2012 Difference
Visitors Guide
Page Views
10
13,152
Visitors Guide
Page Views
11,759
11.85%
MARKETING
YEAR TO DATE ONLINE MARKETING: WEBSITE ANALYTICS
January 1, 2013 — October 8, 2013
January 1, 2012 — October 8, 2012 Difference
Visits:
Unique Visitors:
Page views:
Pages /Visit:
Avg. Visit Duration:
Bounce Rate:
New Visits:
87,628
65,999
743,561
8.49
00:10:21
32.04%
73.70%
WEBSITE TRAFFIC SOURCES
*indicates Target Market City
Visits:
Unique Visitors:
Page views:
Pages /Visit:
Avg. Visit Duration:
Bounce Rate:
New Visits:
January 1, 2013 — September 12, 2013
City
Dubuque
Chicago
Cedar Rapids
Des Moines
Madison
Iowa City
Davenport
Minneapolis
Milwaukee
Visits
11,849
2,892
2,839
2,526
2,436
1,904
1,743
1,460
1,301
%Growth since 2012
24.71%
3.30%
3.24%
- 10.36%
-7.34%
18.85%
- 63.33%
34.56%
18.60
84,267
62,692
779,934
9.26
00:12:38
27.68%
72.76%
WEBSITE SURVEY
*indicates Target Market City
3.99%
5.27%
-4.66%
-8.32%
- 18.07%
15.78%
1.29%
Sept 25, 2012 — September 12, 2013
Total Impressions:
Average Duration:
Completed Survey:
Emails Aqcuired:
States Completed:
Top 5 States
38,199
0:49
3,239 (8.5 %)
1,865
44/50
IA: 1043, IL: 672, MN: 255, MO: 62
Averages
Age
Gender
Family
Length of Stay
Spending
SOCIAL MEDIA: TWITTER & FACEBOOK
40 -49
Female
Married, Children 0 -18
2 Days
$300 -400
Twitter Followers
Facebook Likes
Pinterest Followers
371
SOCIAL MEDIA: SLOG
855
22
Views: Months and Years
Jan
Feb
Mar
Apr
2012 30
2013 173 252 189 433
May Jun
3,698 368
314 337
Jul Aug Sep Oct Nov Dec Total
280 286 122 74 67 45 4,970
235 273 187 96 2,489
MARKETING
(continued)
PRINT
Publication
Date
Description
Market
Dubuque 365 7/3/2013
TH 7/21/2013
Hoopla 8/29/2013
Galenian 9/1/2013
TH 9/4/2013
Dubuque 365 10/16/2013
Midwest Living 11/1/2013
Iowa Visitors Guide 1/1/2014
Iowa Visitors Guide 1/1/2014
Midwest Living 1/1/2014
Midwest Meetings 1/1/2014
OUTDOOR /DISPLAY
1/2 Page Full Color Ad
1/4 Page Full Color Ad
Full Page Color
1/2 Page Full Color Ad
1/2 Page Full Color Ad
1/2 Page Ad
1/6 Page Full Color Ad
1/2 Page Full Color Ad
Photo Placement
1/2 Page Full Color Ad
1/2 Page Ad
Dubuque County
Dubuque County
Cedar Rapids
Galena
Dubuque County
Dubuque
Midwest
Iowa
Iowa
Eastern Iowa
Midwest
Location
Date
Description
Market
Stockton Vinyl Billboard
Stockton Vinyl Billboard
HWY 20 Digital Billboard
Locust St Digital Billboard
Stockton Vinyl Billboard
Coral Ridge Mall
West Towne Mall
Coral Ridge Mall
West Towne Mall
ONLINE
7/1/2013
8/1/2013
9/5/2013
9/6/2013
9/1/2013
11/1/2013
11/1/2013
2/1/2014
2/1/2014
Dubuque Reinvented
Dubuque Reinvented
Voices of the Warehouse District
Voices of the Warehouse District
Dubuque Reinvented
What Women Want
What Women Want
What Women Want
What Women Want
Stockton, II
Stockton, II
Dubuque County
Dubuque County
Stockton, II
Cedar Rapids /Iowa City
Madison, WI
Cedar Rapids /Iowa City
Madison, WI
Project
Date
Description
Reach
Leisure Traveler E.Blast
Nature.Org
Nature.Org
E.Blast
Google Display Ad
Google Ad Words
Leisure Traveler E.Blast
E.Blast
NEW WEBSITE
12
September 25
September
September
October
October
October
November 12
November 13
Interest: Fall Foliage
Nature Conservancy Banner Ad
Nature Conservancy Banner Ad
What Women Want
Vacation Reinvented Ad
Search Results
Interest: Retail / Dining
What Women Want
10,000+ Emails
200+ Emails
10,000+ Emails
200+ Emails
Project expected to be completed January 1, 2014. Being developed & maintained in- house.
MARKETING
(continued)
TRAVEL WRITERS
Beloit Daily News
Erica Pennington
Beloit, WI
July 20, 2013
American Airlines Magazine & Saveur Magazine
Ruth Carlson
San Francisco, CA
July 29 — August 2, 3013
50 States /50 Weeks & TripAdvisor
Linda Bentley
Sydney, Australia
August 8, 2013
Midwest Living
Amanda Glazebrook
August 19 -20, 2013
Blogger
Dan Ashbach
Great River Road - Motorcycle Ride
1.6 Million followers on Pinterest
750,000 Monthly Page Views on Blog
September 2013
International Publications
Ms. Karou Akuta, Editor, Mainichi Weekly
Mr. Takashi Sano, Editor, Off Season
Ms. Shoko Nagano, Chief Editor, US Shimbun
Mr. Kiyoshi Sugawara, Freelance Travel Writer /Photographer
September 28, 2013
Paddle Forward
John Hartzheim
Canoe Group filming Documentary
Launch from Mississippi Head Waters
October 17, 2013
AREA CONVENTION &'VISITORS BUREAU
13
SPORTS & EVENTS
DUATHLON & 5K: JULY 13, 2013
The 4th annual Duathlon & 5K took place on July 13 and consisted of a 1.2 mile run, 15 mile bike ride, and 3 mile run. The 5K
race used the same run course as the Duathlon course, so it made for a great day. The event was located in the McGraw -Hill
distribution center parking lot on Chavenelle Road, where the race began and ended.
We attracted around 115 total competitors between the two events, and we received great feedback on the course and new
additions to the event. While a majority of our 115 competitors were from Iowa, we did attract from 4 different states and
communities as far away as Bettendorf in Iowa. In addition to our 115 competitors, we attracted around 100 spectators that
camped on the site with lawn chairs and blankets and cheered on their family /friends.
In efforts to help expand the Duathlon, we had decided to add a 5K race to help attract other runners who may not yet know
how much they would love to do a Duathlon. In addition, we created a team component to the Duathlon, where teams of two
could split up the bike and run portions of the race. These are two areas in which we will continue to expand.
MANTASTIC GUYATHLON: AUGUST 2 -4, 2013
The 3rd annual Mantastic Guyathlon took place on August 2 -4 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 bags at Courtside Bar & Grill.
In 2011, 24 teams competed for the overall title, 34 teams competed in 2012, and 32 teams competed in 2013. We awarded
cash prizes to all event winners, as well as grills, chairs, and pop up tents and other great door prizes.
DUBUQUE REGIONAL SPORTS COMMISSION
The Dubuque Regional Sports Commission, which falls under the Dubuque Convention and Visitors Bureau, was recently
approved for funding from the Iowa Economic Development Authority (IEDA). The Dubuque Sports Commission has received
funding for eight consecutive years, and was one of ten communities approved by the IEDA for FY14. Funding, which the
State of Iowa must be lobbied to build into the budget, was used for the sponsorship and marketing needs of 19 events in
FY13. Such events include: International Dragon Boat Races, Grandview Gallop, Winter Iowa Games, and the DockDog World
Championships.
FY 2013 in Review
The Dubuque Regional Sports Commission sponsored 19 events throughout Dubuque County:
• Estimated Participation Totals: 11,203 participants
• Estimated Spectator Totals: 27,330 spectators
• Estimated Economic Impact: $5.4M
Since 2007, Sports Commission dollars have had the following impact on the community:
• 110 events supported
• $32M generated in economic impact
• 360,000 visitors from across the U.S.
14
SPORTS & EVENTS
DOCKDOGS: NOVEMBER 15 -17, 2013
Last year, the DockDogs World Championships was held at the Five Flags Center in Dubuque on November 16 -18, 2012. The
event attracted over 3,500 spectators to the three day competition and the goal is to build off of this great turnout for 2013
and 2014.
Competitor turnout was fantastic as 312 unique competitors signed up for the event in 2012. Competitors traveled from all
across the United States and Canada with a total of 37 states, as well as teams from British Columbia, Ontario, and Quebec. For
the weekend, City of Dubuque Hotel Occupancy was up 20% compared to previous years.
In addition to their K9 companions, each competitor was accompanied by an average of 2 -3 friends or family members for the
duration of the competition. From 2012's event, an economic impact of over $409,000 was estimated.
The DockDogs World Championships will be held at Five Flags Center once again on November 15 -17, 2013 and approximately
3,500 spectators are expected to attend.
BUD LIGHT BORDER BATTLE: DECEMBER 14, 2013
Last year, the Dubuque Regional Sports Commission and 7G Distributing sponsored and organized a 4 on 4, non - contact, flag
football tournament on December 8, 2012. The flag football tournament, Border Battle, which was a first year event, consisted
of a 2 game guarantee for all teams and was hosted by Courtside Bar & Grill.
A total of 7 teams signed up in 2012 with a total of 60 competitors. Teams from Rockford, Cedar Falls, Wisconsin, and Bellevue
traveled to compete for the first place monetary prize. Feedback was well received and all the teams showed interest in a
return visit.
The 2nd annual Border Battle will be held December 14, 2013 and will again be sponsored by the Dubuque Regional Sports
Commission and 7G Distributing and hosted by Courtside Bar & Grill.
AREA CONVENTION &'VISITORS BUREAU
15