Convention and Visitors Bureau Annual Report 20141
DuBLi1Qu
REA CONVENTION &VISITORS BUREAU
■
annual report
Julie Kronlage
Director of Sales
•
2
leadership
Board Appointments
America's River Corporation
Keith Rahe
Eastern Iowa Tourism Association
Keith Rahe
Five Flags Civic Center
Tyler Dauuhery
Meeting Professionals International Heartland Chapter
Jolie Kronlage
Tri-State Tourism
Keith Rabe
Partnerships
American Bus Association
America's River Corporation
Circle Wisconsin
Dubuque Lodging Association
Eastern Iowa Tourism Association
Five Flags Civic Center
Heritage Club International Peer Group
Inclusive Dubuque Mission Partner
Iowa Destination Marketing Alliance
Iowa Group Travel Association
Meeting Professionals International Heartland Chapter
Meeting Professionals InternationalWisconsin Chapter
N atio n a l Tou r Association
Small Market Meetings
Team Iowa
Travel Iowa
Travel Mississippi River
Tri-State Tourism
from the president...
Tourism is potential. Potential to enhance quality of life,
expand upon the economic prosperity of our area and to
promote Dubuque as a destination for travel This year, our
potentialwas great. Starting a new organization opened
the door to opportunities that helped us grow the bureau
as well as foster the travel industry's potential
In July of 2013, we implemented the Marketing
Co -Op Program, allowing our partners to work with the
CVB to promote their business to travelers looking to
visit. Dubuque. With 55o+ participants, this has been a
tremendous tool for not only our partners, but ourvisitors
who are seeking unique experiences in the area.
This past June we hosted over 1,200 delegates with the
National Holstein Convention. These attendees came
from across the country and 5 foreign countries and gave
Dubuque high marks while in the community. Their 5 -day
stay generated nearly $1.75 million in economic impact.
19 events were held through sponsorships with the
Dubuque Regional Sports Commission in fiscalyear 2014,
generating $6.2 million in impact for the area. Several
other events contributed to this fast growing segment of
travel including America's River Festival, which performed
129% over anticipated net income.
In just one year we've created an independent
organization, acquired and relocated to new office space,
made great strides in all divisions of the bureau and
achieved tremendous things.
We are excited to share with you the successes we've
experienced and will continue to build on this momentum
as we strive to make Dubuque the number one travel
destination in the Midwest.
keith rahe
PRESIDENT & CEO
dubuque area convention &visitors bureau annual report
advisory committee
John Sutter
Don Howes
Ann Cannon
Daryl Klein
Joyce Connors
Dave Decker
Lynn Sutton
Cindy Steinhauser
Sarah Kluesner
Randy Gehl
Lisa Lynch
Jim Rodrigues
Brian Preston
Christie Rang
Mark Wahlert
Stacy Farrey
Marty Maiers
Nancy Webster
Rick Kruser
Mitzi Yordy
Matt Strelo
Sue Moran
Maurice Jones
Geri Shafer
Valor ie Woe rdehoff
4
Chair, National Mississippi River Museum & Aquarium
Five Flags Center
Dyersville Area Chamber of Commerce
Dubuque County Board of Supervisors
Dubuque City Council Member
Tri-State Tourism
Dubuque City Council Member
City of Dubuque
Crust Italian Kitchen & Mainstreet Steak & Chophouse
City of Dubuque
MainStay Suites
Quiet Walker Lodge
Dubuque County Conservation Board
Dubuque Main Street
Dubuque Symphony Orchestra
Best Western Plus Dubuque Hotel & Conference Center
Diamond Jo Casino
Dubuque River Rides
Potosi Brewing Company & National Brewery Museum''
Grand River Center
Dubuque Community School Board
Grand Harbor Resort & Grand River Center
City of Dubuque
Arts Management Consultant
Loras College
board of directors
John Sutter Mike Donohue
VICE CHAIR TREASURER
National Mississippi River US Bank
Museum &Aquarium
Mayor Roy D. Buol Mike Van Milligen
City ofDubuque City of Dubuque
Ric Jones
City ofDubuque
Wayne Demmer
Dubuque County
Supervisors
John Tallent Tony Pfohl
Medical Associates Clinic Fischer Companies
& Health Plans
a word from
the chair...
Throughout this report you'll find that
tourism is more than just the visitors who
travel to our community to take in the
sights, sounds and flavors of Dubuque.
It's awareness. It's prosperity. It's impact.
It's vital.
In this past fiscalyear, the CVB has
launched new opportunities while
building on the successes of past ones.
The newest venture began in July of
2013 when the CVB began its own,
independent organization whose sole
focus is travel in our region.
During these 12 months, much has been
accomplished as a stand alone company.
Most notably - the financial performance
& stability of the organization.
Fiscalyear 2014 wrapped up 1,795%
ahead of our anticipated net income. As a
company in its freshman year, we see this
as a tremendous success. This positive
bottom line was accomplished while also
acquiring new office space, expanding
staff and introducing new opportunities
for our partners.
dubuque area convention &visitors bureau annual report
While new paths were carved, existing
were strengthened. The CVB was present
for important community discussions
like inclusivity integration strategies and
enhancing culturalvibrancy; addressing
concerns like increased funding for
travel in the state of Iowa and the
elimination of greyhound racing: as well
as presenting the importance of tourism
in the Dubuque area to our legislators in
Washington DC.
It is with collaboration and comradery
between the CVB and our community
partners that we, together, can continue
to make Dubuque the destination for
travel in the Midwest.
joyce white
2013-2014 CHAIR OF THE BOARD
I
our mission
The Dubuque
Area Convention
& Visitors Bureau
(CVB) will lead
tourism destination
promotion and
development to
enhance and expand
the Dubuque area
experience.
what is to rism?
��1oM M.BLACK
r
ti
Fill in the blank.
If you are a visitor- coming to the
Dubuque area, you might say vacations,
getting away, taking a trip, or traveling
somewhere new.
If you are a business whose success
ebbs and flows with the travel season
and visitor traffic, you might fill in the
blank with vital to my business or crucial
to my employees.
As the destination marketing
organization for the the Dubuque region,
we believe that tourism is all of these
things...and more.
0 The Dubuque travel industry has
experienced a reinvention, one thatwas
born from efforts like the America's River Project and the
revitalization of the riverfront in the Port: the rejuvination
of our historic downtown district including new life
being given to the historic millwork district, or the ever
expanding opportunities on Schmitt Island, the West
End and throughout the community.
growth
Tourism infrastructure was reinforced with projects like
these and continues to be strengthened by the bonds
of partnership and comradery of the organizations who
advocate for the travel industry.
Because of foundations like these, tourism became
an economic driver in the community, generating over
$2.66 billion dollars in impact in the past decade. In
2012,1.9 million visitors traveled to Dubuque generating
$320.56 million t > the community. Since 2005, the
annual growth rate for hotet/motel tax records for the
city of Dubuque was 6.91%.
Recognizing the importance of the travel industry and
providing support and continuing to foster it's success,
the Dubuque Area Convention &Visitors Bureau (CVB)
became a stand alone organization in July of 2013.
Operating as a 601-c6, the organization has made great
strides during it's first year of autonomy.
In spring of 2014, the CVB aqcuired it's own office space
along Dubuque historic Main Street, a hub for travelers
year-round. Situated at 300 Main Street Suite 120,
the CVB offices are now open and ready to
welcome partners and visitors alike.
1
community branding
Tourism is also the intentional branding
of a community. The CVB works hard to
strategically place Dubuque in key markets, segments
and opportunities thatwill continue to grow awareness
about our region as a travel destination. Whether that be
placing an ad, securing a national conference or hosting
a regional sporting event., these are all opportunities to
tell Dubuque's unique story.
To see the successes in community branding, go to page 8.
economic impact
Tourism impacts the community in many
ways. Through the number of visitors who
come to the area or the dollars that they spend. Each
year we see an increased overall impact that the travel
industry has on the community including hotel/motel
tax dollars, the number of employees directly related to
travel as well as the number of visitors to the area.
To see the successes in economic impact, go to page 12.
quality of life
When tourism can provide a unique
experience for visitors, one that brings
economic prosperity to our community, we create a
positive experience for those who call Dubuque home.
By supporting businesses, events and organizations who
make this area culturallyvibrant, the quality of life and
the opportunities available to residents increases.
To see the successes in quality of life, go to page 18.
STATE TOURISM OFFICE
People's
Choice Award
STATE TOURISM OFFICE
Outstanding
Marketing Material
Julien Dubuque International FiLm Festival [ Michael Coty
■
1
the visitor
An online survey is made available for every visitor whose IP address is 50 miles outside of Dubuque. This data allows the CVB to
determine key markets and demographics to inform the marketing strategy decisions to be made.
The following are the results from completed surveys.
what is your age?
Jo -59
6o+above
40-49
3o - 39
20 - 29
7.10%
12.9%
22.2%
29.8%
27.9%
what is your gender?
what is your length of stay?
38.9%
30.4%
13.7%
1di
Top 5 `How did you hear about Dubuque?'
Word of Mouth, Online Search, Social Media, Print Article
and Web Advertisements
what are your interests?
1 Mississippi River
2 HistoricalAttractions
3 Museums
4 Festivals & Events
5 Wineries, Breweries & Distilleries
6 Scenic Byways
7 OutdoorActivities
8 Shopping
9 Gaming
10 Antiquing
66.3% female
33.7% male
r
•
highlights
8
Implemented the 2014
Marketing Co -Op Partnership
with 550+ travel industry
partners.
Secured grant funding for
branding efforts of fiscalyear
2015 television campaign.
Hosted International
PowWow Familiarizaton tour
of Dubuque to domestic &
international media writers.
I! 43.9% travelers who took the survey described themselves as married with children 1.8 years of age or older.
21.1 % described themselves as married with children 0 -1.8 years of age, While 1.2.5% described themselves as single.
dubuque area convention &visitors bureau annual report
top 5 states for visitor guide requests
16.4% 15.7% 13.6% 6.0% 4.0%
in Iowa in Illinois in \Wisconsin in minnesota in missouri
Requests also came from Canada, England, Poland, Finland & 6 other countries.
visitor guides were distributed in fiscalyear 2014.
welcome center visitation
14,206
individuals
Omaha
Minneapolis
Davenport
Iowa City
Des Moines
Cedar Rapids ''..
Madison
10
:v 8,063
Y travel parties
Milwaukee
top 10 cities
from online
traffic
Chicago
Dubuque
\ Online traffic and website hits are
metrics used to measure marketing
efforts for leisure, meetings, groups,
sports & events marketing. The top
10 communities match those cities
that have been identified as key
markets for the CVB.
• 1 •.
• 11
frt
Map ofwebsite hits from
Julyi, 2013 to June 30, 201
by locations.
%
I am
tourism.
Dubuque Fighting Saints [ Dan Lehv & Bernie]
meetings
national state
r,rk directors
September 2-6, 2013
With attendees from across the
country, this was the first time the
conference was hosted in Dubuque.
250+ in attendance
In 2014 70,000 delegates were assisted through complimentary
services including registration assistance, conference planning, mailing
assistance, transportation assistance, welcome bags and more.
iowa league
cities
September 25-27, 2013
Attendance for this event was
at an all time high for this state
association.
1,100+ in attendance
national holstein
association
June 24-28, 2014
First time this national conference
was held in Dubuque.5 foreign
countries were represented.
1,200+ in attendance
AdditionaL Highlights: Attended the Small Market Meetings Conference in Sioux Falls, SD which allowed the CVB to meetwith over
3o meeting planners in 7 minute appointments. Rebranded & restructured the Hometown Hero Campaign to the Tri-State Champion
Program for a targeted approach to contacting local business professionals to learn about businesses and organizations they are involved in.
group tours
group tours segment: riverboats
The CVB helped to assist the American Queen Steamboat
and Shore Excursions of America with the step on guided
'Hop On, Hop OW tours while the vessel was docked in
the community during the summer months. Community
information and assistance for guests was also provided to
the Queen of the Mississippi, American Lady Yacht, Celebration
Belle, Dubuque River Rides, and Riverboat Twilight
sports + events
dockdogs world
championships
November 15-17, 2013
This event welcomed 368
competitors with representation
from 32 states and 2 Canadian
provinces.
what women want,
dubuque style
April S, 2014
Over5oo women attended the 3rd
annual girlfriend's getaway. With
shopping, makeovers and live
entertainment, this event continues
to grow year to year
dubuque area convention &visitors bureau annual report
Over4,000 group tour delegates were assisted by the CVB in 2014.
Complimentary services were offered to these groups to make their
stay a memorable and unique experience, including welcome
materials, itinerary creation, lodging coordination and more.
unique events
what women want,
dubuque style
7 motor coaches were secured for
the 3rd annual girlfriend's getaway.
Groups came from Iowa,
Wisconsin, Illinois & Minnesota
one-on-one
appointments
American Bus Association
Heritage Clubs International
Marketplace
The CVB met with 5o• group tour
planners atvarious tradeshows.
The Dubuque Regional Sports Commission funded 19 events in 2014. These events drew
nearly 47,000 attendees from across the country and in some cases from across the
world. These events allow Dubuque to promote itselfwhile participants are in the area.
america's
river festival
June 13-14, 2014
The loth annual America's River
Festival drew over 8,200 attendees
for bands like Joan Jett & the
Blackhearts, Brett Eldredge, Kevin
Costner and more.
field of dreams
25th anniversary
June 13-14, 2014
Over 8,00 people were in
attendance for the festivities at
the famed movie site. Activities
included a softball tournament,
Q&A with the cast and more.
11
1
os e. e a Iona Holstein The Dubuque Regional Sports
onvention which had an Commission generated $6.2
impact of $1.75 million. million in impact.
impact by the numbers
RIR
4,000
group tour
delegates
. • million
visitors
Data collected from the Travel Iowa Economic Impact Study, CVB Data & STR Reports
70,000
convention
delegates
46,388 14,205
sports individuals in
related the welcome
visitors center
2,840
travel
related
employees
550
travel
industry
partners
impact by the dollar
leisure travel impact
Foran out of state travel party of 4, with a stay of 2 nights, the community will experience an impact
of nearly $3,000. $592.27spendingx 2 night x 2.5 rollover = $2,961.35 in impact
group impact
For an average group tour with a stay of i night and 35 attendees, the community will experience an im pact
of nearly $ii,000. 35peoole x $125 spendingx 1 night x 2.5 rollover = $10,9375.50 in impact
convention impact
For an average convention with 200 attendees and a 2 night stay, the community will experience an impact
of nearly $175,000.200 peo jle x $175 spending x 2 nights x 2.5 rollover = $175,000.00 in impact
sports & event impact
Foran average event with 2,000 attendees and a i night stay, the communitywill experience an impact
of nearly $623,000.2,000peoplex $83 spendingx1.5daysx2.5 rollover= $622,500
1
National Mississippi River Museum &Aquarium 1 John Sutter ]
L
city wide
occupan
The Smith Travel Report (STR)
Monthly Comparison for 2013-2014
This report gathers information from
the Top Ten County Hotel Markets in
Iowa - Polk Linn, Scott, Pottawattamie,
Black Hawk, Story, Johnson, Dubuque.
Woodbury & Dallas.
STR • Dubuque
8o N
o
70
60
so
40
30
20
10
0
ci
0
0
(0
CM
r
1
A
N
(0
L
•
Ln
L)
July Aug Sept Oct Nov. Dec Jan Feb Mar Apr May June
57.6% 58.5% 58.7%
in 2010 - 2011 in 2011 - 2012 in 2012 - 2013
58.3%
in 2013-2014
71.30/.
6540%
\ Monthly breakdown of
citywide occupancy for
2010 - 2014.
6g.00%
N 71.40%
il
71.70%
45.80%
53.00%
57.00%
75.90%
Q4
02
Q1
(36
�gg�, egg
l)2-1 <3 o 'Ygo �1g0 1,1i
pCC<00 p<3' 0 h0 0 � �° 33�� g`b �`� {o3g'�
. .
7-1
hotel
motel tax
tecords
6.91%
average annual growth
in Hotel/Motel Tax
Records since 2005
HOTEL
■ MEM
■ MEM
■ MEM
iii■
Year '01 '02 '03 '04 '05 '06 '07 '08 '09 '10 '11 '12
ac
Look..
xpenditures
(Millions)
ayro
(Millions)
mp oym
(Thousands)
(Millions)
Local Tax
(Millions)
2002
166.84
35.25
2.53
9.23
2.42
2003
186.03
3777
2.60
10.22
2.68
2004 200.13
28.69
2.60
10.56
2.81
2005 21472
39.69 2.60 10.86 2.93
2006 236.82 41.78
2.69
1147 3.14
46.30%
4040%
42.20%
60.50%
49.70%
53.00%
50.50%
72.70%
43.90%
48.40%
39.50%
69.70%
70.40%
69.60%
Iam
tourism.
2007 253.20
2008 253.66
43.66 2.73
12.03
44.22 2.67 11.61
2009 254.03 45.38
2010 275.28
2011 302.43
2012 320.56
2.76 12.69
45.37 2.71
4779 2.80
49.91 2.84
72.10.V
51.70%
.13.03
3.33
3.35
3.62
3.78
13.57 4.02
14.32 4.19
Data collected from the Travel Iowa Economic Impact Study, CVB Data & STR Reports
40.60% 44.40%
51.20% 53.50.V
Best Western Dubuque Hotel & Conference Center [ Stacy Farrey
sports + events
america's river
estival
The Dubuque RegionalSports
Commission is one cf ten sports authcrity
districts w ithin the state of Iowa striving
to promote, market and develop a strong
sporting event base within the region.
Each year, Dubuque hosts a number a
sporting events from natbnaland regbnal
fishing tournaments, to hockey, wlleybell
baseball, basketball, soccer and much
mare.
FY 2014 Estimated
Participation Totals...
FY 2014 Estimated
Spectator Totals...
19
events
FY 2014
Estimated
Economic Impact
$6.2 million
America's River Soccer Classic
American Trust/Wen dy's Classic
BellevueYouth League
Bud LightBorderBattle
DcckDogs Worlds Competition
DubuqueArea Swimming Hurricanes
Dubuque Blowout
Dubuque Duathlon
Gaelic Gallop
GrandviewGallop &America's Run
International Dragon Boat Festival
Iowa Special Olympic Winter Games
Iowa Women's State Bowling
Mantastic Guyathlon
Mississippi River High School Rol
Mississippi valley Open Tennis
Run For Troops
Tri-StateThrowdown
Winter Iowa Games
r
The Dubuque CVB helps to facilitate the
Americas River Festival in the Port of Dubuque
each June. 2rnq's eventfeaturedentertainment
from _ben Jett& the Blackhearts, Brett
Eldredge, Kevin Costner and more.
attendees from
• 0 0
cities states countries
8,200
total festival attendance
$456,261
in estimated economic impact
increase in budgeted
net income
increase in budgeted
ticket sales
_INS
dubuque area convention & visitors bureau annual report
J
1
highlights
18
Development of an inclusive
television campaign.
The CVB became a mission
partner of Inclusive Dubuque.
Partnered with various local
events to expand promotional
opportunities.
inclusivity
As the first impression of our community, it is imperative that our efforts be as inclusive as possible.
Several programs and partnerships have been forged to ensure that Dubuque is viewed and acts as
awelcoming community.
inclusive dubuque
The Dubuque CVB is now a
mission partner of Inclusive
Dubuque, a local initiative focused
on strengthening a vibrant and
welcoming community to ensure
the region's success today and into
the future.
csi: dubuque
CSI: Dubuque (Customer Service
Intel) is being revived as the training
tool for front line employees.
Through the help of Inclusive
Dubuque & ProudlyAccessible
Dubuque. this training will now
include insight on how to ensure
visitors feelwelcomed and
included in the community.
marketing efforts
The first impression of Dubuque is
often presented to visitors through
marketing materials. It is imperative
that these visuals represent
an inclusive environment. The
tools offered to a visitor are also
continually being modified so that
they are easilyasccessible for all
travel federation
of iowa
Travel Federation of Iowa (TFI) is a grassroots organization
that lobbies the State of Iowa to support efforts made by
the tourism industry.
Keith Rahe &Julie Kronlage serve as District Leaders to lobby
to our legislators on the importance of supporting tourism.
After all tourism supports the quality of life available here in
Dubuque County. From our city parks to ourworkforce to our
education system.
2013 - 2014 Legislative Priorities:
Fund Iowa's three tourism regions (Western Iowa
Tourism Region, Central Iowa Tourism Region &
Eastern Iowa Tourism Region.)
Increase visitation to our state by increasing state
wide advertising of our many attractions and
venues.
cultural
vibrancy
The CVB has continued to help support local arts scene to bring awareness to
cultural events and brand Dubuque as a destination for the arts.
voices of the warehouse district
The CVB provides marketing and promotional assistance through the
use of the annual media buy. This event reaches visitors outside the
area, fullfilling marketing strategies identified in key markets.
bald eagle watch
Assisting with the creation of promotional materials,
the CVB works with a volunteer committee to help bring
awareness to this event and unique opportunity
along the Mississippi River
julien dubuque
international film festival
This fast growing event offers visitors a unique
way to explore downtown Dubuque. Each
year, the CVB assists in marketing this event to
our core audience to help raise awareness of
arts in the area
Dubuque Racing Association & Mystique Casino [ Jesus Aviles
DUBUQUE
AREA CONVENTION &VISITORS BUREAU
300 Main Street, Suite 120 1 Dubuque, Iowa 152001
800.788.8844 1563.845.76 563.845.7698
\xnxnxi.tra Hid ubuque.com
port of dubuque
DUNE 13 - 14, 2014
America's River Corporation
Board of Directors
John Sutter, President
Dubuque County Historical Society
Keith Rahe, Secretary
Dubuque Area Convention
& Visitors Bureau
Dustin Manternach, Treasurer
Dubuque Racing Association
Mike Van Milligen
City of Dubuque
Dean Witgenbusch
Dubuque Main Street
Bill Callahan
Dubuque Initiatives
Molly Grover
Dubuque Area Chamber of Commerce
The Dubuque area has seen a steady &
influential increase in the impact that
travel has had in our community.
According to the Travel Iowa Impact Study, released by the Iowa
Economic Development Authority, for Dubuque County, our region has
seen a $153.72 million increase in travel reLated expenditures and an
increase of $14.66 million in payroll for travel related employment since
2003.
It is imperative to our success that we continue to manufacture unique
experiences for the visitor that welcomes them into our community and
encourages them to visit again. These experiences allow us to
reinforce the tourism infrastructure that currently exists here with areas
including the America's River Project in the Port of Dubuque.
We believe that America's River Festival is among those experiences.
America's River Festival was created after the success of the Grand
Excursion in 2004 and today is known as one of the kick off events to
the summer. Since 2005, the board of directors has been committed to
bringing in top notch national entertainment for our residents and
guests that travel to Dubuque from throughout the Midwest and
around the country.
2014 results
increase in
budgeted
net income
attende
L3,000 :.5,200
FRIDAY NIGHT SATURDAY NIGHT
ATTENDAN[E ATTENDANCE
increase in
budgeted
ticket sales
11,1/1011/
• • • • r
YYYY
TOTAL FE5TIVAL ATT[NDAN(E
ticket sales
the impact
$456,261
in estimated economic
WWW.americasriverfestival.com
'Based on the Arts & Economic Prosperity Calculator
AMERI(A'S
FESTIVAL
d 111 .111 1:
IA