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Dubuque Convention and Visitors Bureau Annual Report Copyright 2014 City of Dubuque Consent Items # 4. ITEM TITLE: Dubuque Convention and Visitors Bureau Annual Report SUMMARY: City Manager transmitting the Dubuque Convention and Visitors Bureau's Annual Report for Fiscal Year 2015. SUGGESTED DISPOSITION: Suggested Disposition: Receive and File ATTACHMENTS: Description Type CVB Annual Report- Partners Letter Supporting Documentation CVB Annual Report- Introduction Supporting Documentation CVB Annual Report- Community Branding Supporting Documentation CVB Annual Report- Economic Impact Supporting Documentation CVB Annual Report- Quality of Life Supporting Documentation As 2015 comes to a close,we are reminded of how fortunate Dubuque is to have an exceptional network of organizations and professionals who help support our mission-to lead tourism destination promotion and development in order to enhance and expand the Dubuque area experience.Thanks to you,we were able to bring in over$329 million in economic impact,an estimated 1.9 million visitors,82,000 sports related visitors, 67,000 convention delegates,and 4,000 group tour delegates,while also employing 2,830 individuals within the tourism sector. Our strides as an organization and community don'tjust happen. It's through careful planning,promotion and partnerships that we are able to shine a spotlight on the area.In fiscal year 2015,Dubuque was home to the highly anticipated and overwhelmingly successful Titanic:The Artifact Exhibition. Filming of the popular television show,`The Bachelor',took place in the area and culminated in two episodes featuring Dubuque, including the season finale.Our renewed hockey heritage was showcased at the 2015 NHL/USHL Top Prospects Game hosted by Dubuque Fighting Saints while national conventions were held in the area,including the Community Development Society. Enclosed you will find a copy of our Fiscal Year2015Annual Report that highlights even more successes as an industry and community.The staff and I are so proud of what Dubuque has accomplished in the past year and we look forward to what will be achieved in 2016. With a strong marketing strategy,a growing team,and expanding partnerships,we are ready to dive in and make this coming year as successful as the last.One new initiative we are very excited about is Tourism Week-a week- long celebration of the area's travel industry,taking place May 2-6,2016. It will highlight our unique attractions while also awarding the individuals and organizations who make the travel industry a success at the 7th Annual Hospitality Breakfast on May 5,2016. More details will be forthcoming as we finalize the planning of an impactful and exciting week of tourism recognition. 40 . F. Keith Rahe President&CEO o . ra s DUBUQUEI lY:D W �pJo i �B6 M1.g 9a�9' CONVENTIONTt^VISITORS BUREAU ,{ 300 MAIN STREET, SUITE 120 DUBUQUE, IOWA 52001 563.845.7698 1 TRAUELDUBUQUE.COM 74 11 " ' p.+�.. DUBUQUE .... AREA CONVENTION&VISITORS BUREAU f ANNUAL REPORT FISCAL YEAR 2015 '> Nel $• ..0 � r �iL1yh3��v�'�('i� �x lM✓r dab X4.1., IL;i,rnL�ih' „F _ �� h •�r w l t 4J Nw' r- i� 10 1 � r TAKE TOURISM TO NEW HEIGHTS. � That has been our goal since becoming a stand alone organization in July of 2013.We want to emphasize the importance of travel to stakeholders r.i r citizens,legislators,and beyond white shining a spotlight on the positive 7 , impact tourism has on our community. From July 1,2014-June 30,2015,ourteam has been working hard to 3 a •" elevate the travel industryforthe Dubuque area.We welcomed a nationally 7 broadcast show,and thousands of TV viewers,to Dubuque forthe 19th r season of The Bachelor.We developed and launched a wide reaching ' television campaign that also spanned across digital mediums.Our website,social media,and overall digital traffic is at an all-time high. 0 We assisted 67,000 convention delegates including the national conference, Community Development Society,their first time in Dubuque.We initiated a I s, focus grou p to develop short and tong term goals for our meetings market. i Y Our staff assisted 4,000 group tour delegates,and over 4,000 passengers on r >/ the numerous riverboats that came into the Port of Dubuque this summer. 82,000 sports&event related visitors came to Dubuque for various z � events,including 12,000+attendees to the 11th annual America's River FestivaL Our team also supported events throughout the area with logistical planning,marketing,and service needs. W All ofthis data translated into$329.01 million in travel related t* r a expenditures,over 12,827 individuals in the Iowa Welcome Center and 2,830 travel related employees in our area.We are excited our progress and are thrilled to see what the future holds for tourism in Dubuque. y 9 KEITH RAHE PRESIDENT&CEO Dubuque Area Convention&Visitors Bureau n 2 TRAVELDUBUQUE.COM ° Y r CONTENTS FROM THE PRESIDENT.........................................................2 ,OM1. TEAM .....................................................................................4-5 FROM THE CHAIR...............................................................6-7 BOARD OF DIRECTORS.....................................................6-7 ADVISORY COMMITTEE.......................................................7 COMMUNITY BRANDING..............................................8-13 ECONOMIC IMPACT...................................................... 14-19 QUALITY OF LIFE............................................................20-23 OUR MISSION TO LEAD TOURISM DESTINATION PROMOTION AND DEVELOPMENT TO ENHANCE AND EXPAND THE DUBUQUE AREA EXPERIENCE. YT'.1u• JM AREA CONVENTION&C VISITORS aUREAU 300 Main Street,Suite 120 1 Dubuque,Iowa Offices:563.845.7698 Welcome Center.,800.798.8844 - &oppMubuque.com i . O �' (�• 41 r .�. OOL i i v I *y" Y � r i ��. T _ .6 0 � n d r �• a 4 r r,p � LLq •� , �, I a c ti!g`a BACK ROW: INQ61, PICTURED LEFT TO RIGHT Kay Hess,Sara Hanten, Tyler Daugherty,Barry Farber, tq 4 n ..•� q� ° Q�.., •aha �pad a a n e➢ and Becky Carkeek FRONT ROW: �� PICTURED LEFT TO RIGHT ` Y•, ti© '' i. Julie Kronlage,Keith Rahe, a a and Taylor Cummings r' �1P wM14, �•�L� •'4� � F �O a .4L7 '.� 4 TRAVELDUBUQUE.COM E P LEADERSH I P _ BOARD APPOINTMENTS America's River Corporation r{: Keith Rahe i Eastern Iowa Tourism Association Keith Rahe Five Flags Civic Center Tyler Daugherty Meeting Professionals International Heartland Chapter Julie Kronlage Parks to People Keith Rahe TEAMTri-State Tourism Keith Rahe y KEITH RAHE Travel Federation of Iowa President&CEO Keith Rahe JULIE KRONLAGE Director of Sales PARTNERSHIPS n SARA HANTEN American Bus Association Director of Operations America's River Corporation ^°* Circle Wisconsin TAYLOR CUMMINGS } t Director of Marketing Dubuque Lodging Association J Eastern Iowa Tourism Association w , TYLER DAUGHERTY Five Flags Civic Center Director of Sports&Events Heritage Club International y' BARRY FARBER Inclusive Dubuque Mission Partner Brochure Distribution Facilitator Iowa Destination Marketing Alliance BECKY CARKEEK Iowa Group Travel Association Welcome Center Manager Meeting Professionals International Heartland Chapter Meeting Professionals International Wisconsin Chapter KAY HESS National Tour Association Assistant Welcome Center Manager Small Market Meetings Team Iowa Travel Iowa Travel Mississippi River Tri-State Tourism I. FISCALYEAR 2015 ANNUAL REPORT S I i • FROM THE CHAIR Tourism is impact.According to the 2014 Travel Iowa Economic Impact Report released in August of 2015,Dubuque • County realized an impact of$329.01 million in travel related 4 expenditures.Out of the 99 counties in Iowa,Dubuque County • ranked sixth fortravel related expenditures,employment, ► payroll,and local tax receipts and fifth for state tax receipts. This growth and success is not the doing of one entity but the • • • efforts of many businesses,individuals,and organizations ► including the Dubuque Area Convention&Visitors Bureau (CVB).To date the CVB is engaged with 557 travel related ► businesses throughout Iowa,Illinois and Wisconsin.These • businesses each have an individual story but collectively, they tell the story of Iowa's first formed community,the • heritage of our Mississippi River roots, and our reinvention ► - as a community with the expansion of areas like the Port of Dubuque,Chaplain-Schmitt Island,and the Historic Millwork • • �� •� _ District-just to name a few.This story is unique to Dubuque and the Midwest-making it a draw to the estimated 1.9 • • million visitors who travel to our area on an annual basis. Impact doesn't just happen.Early in the transition of the CVB to a stand-alone organization,the Board of Directors and 1 key stakeholders recognized the importance of having an i organization whose sole focus is telling the story of Dubuque, bringing visitors to the area and continuing the upward climb of growth for the tourism industry. 1. t ti +0/ • �`y l \ ., V. ADVISORY COMMITTEE In 2015 fiscal year,the Dubuque story was featured on a JOHN SLITTER Chair,National Mississippi River Museum&Aquarium national and international scale.Some of the highlights included Dubuque's presence on the season finale of ABC's DON HOWES Five Flags Center buzzed aboutshow,Theeachelor,•the USHL/NHLTop JESSICA PAPE Dyersville Area Chamber of Commerce Prospect's Game secured and hosted by the Dubuque Fighting DARYL KLEIN Dubuque County Board of Supervisors Saints;the DockDogs World Championship;and the national Resort&Commercial Recreation Association annual meeting. JOYCE CONNORS Dubuque City Council Member DAVE DECKER Tri-State Tourism Opportunities like this shine a spotlight on ourcommunity LYNN SUTTONq City Dubu ue Ci Council Member and become a catalyst for increased visits,online traffic,and overall interest forthe Dubuque area as a viable tourism CINDY STEINHAUSER City of Dubuque destination and a place to call home. SARAH KLUESNER Crust Italian Kitchen+Bar What's next?This nextyear holds many exciting ventures, RANDY GEHL City of Dubuque including an expanding staff.With the growth the CVB has JIM RODRIGUES Quiet Walker Lodge seen since 2013-three new positions have been created BRIAN PRESTON Dubuque County Conservation Board including a Sales Manager,Brochure Distribution Facilitator, DAN LOBIANCO Dubuque Main Street and Assistant Welcome Center Manager.These additions position the CVB to continue growth while adding new MARK WAHLERT Dubuque Symphony Orchestra services for the travel industry.Many new projects are in the STACY FARREY Best Western Plus Dubuque Hotel&Conference Center works,including the first annual Tourism Week to celebrate MARTYMAIERS Diamond Jo Casino tourism in the Tri-State area,as well as continued support of the travel industry through relevant services,programs,and NANCY WEBSTER Dubuque River Rides outside of the box thinking. RICK KRUSER Potosi Brewing Company&National Brewery Museum"' JOHN SUTTER MITZI YORDY Grand River Center FISCAL YEAR 2015 CHAIR SUE MORAN Grand Harbor Resort&Grand River Center National Mississippi River Museum&Aquarium MAURICE JONES City of Dubuque GERI SHAFER Arts Management Consultant , �:. y I � __ mow.�-.^• �} E;� r i 0 `It 1 i.1 8 TRAVELDUBUQUE.COM kL44 iP ,t. r# TOURISM IS THE RESULT OF COMMUNITY BRANDING. The CVB strives to place Dubuque in key markets, segments,and opportunities that will continue to grow awareness about our region as a travel destination. Whether that be strategically placing an ad,securing a national conference or hosting a regional sporting event,these are all opportunities to tell Dubuque's I unique story. VIEW FISCAL YEAR 2015 STRATEGIES&OUTCOMES / FISCAL YEAR 2015 ANNUAL REPORT 9 F I COMMUNITY BRANDING 1 Mir I J1 r IF. Each year our team researches the best This process takes place annually and allows for smart efficiently and effectively.Content curation,email methods and strategies to map out a Planning and budgeting.For fiscal year 2015,digital marketing,in-person meetings through industry media and television were two key components to tradeshows and more were also successful methods of robust plan to brand the community. this plan,allowing us to reach out to new territories outreach. Geographical areas evolve&are evaluated each Based on research,two main audiences have been defined Two main methods,outbound and inbound year based on key factors including online traffic, when marketing to the leisure traveler.Meeting&group marketing,have emerged.Combined,these methods distance and other demographical indicators. planners as well as sports&event attendees are also key. allow for optimal outreach. TOP FIVE EMERGING MARSHA JACQUE OUTBOUND INBOUND Des Moines,IA Omaha,NE 25-49 Years Old 50+Years Old Television Blogging italAdvertisin Madison,WI Rochester,MN Female Female Print Digital g Chicago Suburbs,IL Milwaukee,WI Middle Class Higher Income HOSPITALITY Social Media Cedar Rapids,IA Minneapolis,MN Family Focused Children Not Present Email Marketing SALES Website Iowa City,IA Indianapolis,IN PLANNERS EVENTATTENDEES SPORTS&EVENTS OUTBOUND TELEVISION PRINT Four commercials have been produced that have Print advertising is still relevant. aired in communities in Illinois, Iowa, &Wisconsin. Print continues to be an important medium,primarily forsources oftravel After conducting a focus group in 2012,the CVB identified the need for a television information like local travel and community guides,as well as sharing information campaign in the`Top Five'markets(see above)to generate interest and be shown regarding area events.In fiscal year 2015,the CVB placed ads in publications in where the audience is consuming content.Four:30 second commercials have since Cedar Rapids,IA;Iowa City,IA;Dubuque,IA;Dyersville,IA;Cascade,IA;Madison,WI; been produced featuring Spring,Summer,Fall,and Romantic getaways.These have Chicago Suburbs,IL;and Rockford,IL. aired in the following communities and their surrounding areas-Des Moines,IA;Cedar Rapids,IA;Iowa City,IA;Dubuque,IA;Madison,WI;Chicago Suburbs,IL; &Rockford,IL. 10 • • • I INBOUND DIGITAL ADVERTISING BLOGGING 3,372% increase in impressions from paid digital 68 posts curated from July 1, 2014-June 30, 2015. advertising since July 1, 2013. Blog posts are hosted online at traveldubuque.com and shared via social media Advertising for the digital environment includes search retargeting and social media networks to increase social engagement and drive traffic to the website. advertising.(Data collected from GoogleAnolytics&Campaign Tracking) (Data collected from Google Analytics) 5X5�aLglUS BLOC POSTS MADE UP July 1,2013-June 30,2014.................................43,050 impressions TOP 5 POSTS July 1,2014-June 30,2015............................ 1,494,989 impressions O TOP 10 THINGS TO DO WITH KIDS TOP 10 THINGS TO DO FOR ACTIVE TRAVELERS SOCIALMEDIA , , Q 5 THINGS YOU SHOULD KNOW ABOUT SPRING BREAK 173.5% increase in likes on Facebook since BLOG POSTS PUBLISHED O 4 TIPS FOR PLANNING A VACATION ON A BUDGET July 1, 2013, JULY 1,2014-JUNE 30,2015 TITANIC IS COMING TO DUBUQUE Facebook continues to be the primary outlet to reach our key audience on social --- - - - -- - -- - media.Blog posts,photos,upcoming events and trend-based posts(for example: #TBT/Throwback Thursday)drive most of the content on social networks.Posts are - ---- - - also`boosted'to provide a reach in targeted markets and audiences. 0 10K 20K 30K 40K 50K 3 , d )j 165%INCREASE.............................in organic impressions(non-paid) (Data collected from Google Analytics) 81%OF USERS.......................................................................are female 66%OF USERS...................................................are 25-54 years of age TOP 5 MARKETS...Dubuque,IA+Surrounding Area;Cedar Rapids,IA; Chicago, IL;Des Moines, IA;and Madison,WI FACEBOOK LIKES(GRAPH) (Data from Focebook Insights) Data is collected from Focebook Insights 2295 July 1,2013 to June 30-2015. 2K 1321 MEOW 839 1K .............................................................................................................. JULY 1,2013 TO JUNE 30,2014TO JUNE 30,2015 0 JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN HOSPITALITY TRAVEL GUIDE REQUESTS WELCOME CENTER 87,228 visitor guides were distributed in FY 2015. New location opened in October 2014. ^� 0 TRAVELDUBUQUE.COM _ (ILLUSTRATION) yK iMap of website hits f from July 1,2014 to Fes- 3 G� a June 30,2015 .y by geography. 26.2% 18.6% 17.6% 8.0% 2.4% 12,827 7,115 Data collected IN IOWA IN WISCONSIN IN ILLINOIS IN MINNESOTA IN MISSOURI INDIVIDUALS TRAVEL PARTIES from Google 'I Analytics. (Data collected from Internal Tracking) (Data collected from Internal Tracking) WESSITE 9.84% INCREASE IN SESSIONS 12.28% DES MOINES MILWAUKEE p INCREASE IN A session is the period time a user is actively engaged with your website, MINNEAPOLIS app,etc.All usage data nassociated USERS with a session.. 120,000 Users that have had at least one BETTENDORF 109,943 session.Includes both new and returning users. IOWA CITY 100,000 87,368 TOP 10 CITIES 80,000 77,810 OMAHA FROM ONLINE TRAFFIC 60,000 CEDAR RAPIDS DUBUQUE 40,000 20,000 MADISON CHICAGO 0 TRAVELDUBUQUE.COM(PIE CHART) TRAVELDUBUQUE.COM(BAR GRAPH) Website hits from July 1,2014 to June 30,2015 by community.Data Data collected from Google Analytics from July 1,2014 to June 30-2015. collected from Google Analytics. TRAVELDUBUQUE f MEETINGS The sales team attended tradeshows, conferences& meetings to connect Dubuque to meeting planners. SERVICING SUPPORT OF ASSOCIATIONS SMALL MARKET MEETINGS In fiscal year 2015,67,000 delegates were assisted Continued support of impactful associations such as Attended the Small Market Meetings Conference in through complimentary services including registration Iowa Society of Association Executives and Meeting Arizona allowing the CVB to connect with over 40 assistance,conference planning,mailing assistance, Professionals International Heartland Chapter to meeting planners looking at third tier cities. transportation assistance,welcome bags and more. cultivate relationships with meeting planners. (Sales data collected from Internal Tracking) GROUP TOUR The sales team conducted one on one appointments and servicing to group tour planners. SERVICING ONE ON ONE APPOINTMENTS RIVERBOAT ASSISTANCE Over 4,000 group tour delegates were assisted by the Staff met with over 100 group tour planners at The CVB assisted passengers on a variety of riverboats CVB in fiscal year 2015.Complimentary services were shows like the American Bus Association,Midwest visiting the community including the Queen of the offered to these groups to make their stay a memorable Marketplace, Heartland Travel Showcase,and Travel Mississippi,American Lady Yacht,Celebration Belle, and unique experience,including welcome materials, Iowa Marketplace,making connections forfuture Dubuque River Rides,and Riverboat Twilight. The itinerary creation,lodging coordination and more. business. American Queen Steamboat brought 2,283 visitors to Dubuque in fiscal year 2015 with the step on guided 'Hop On,Hop Off'tours. (Sales data collected from internal Tracking) SPORTS & EVENTS DUBUQUE REGIONAL JULIEN DUBUQUE AMERICA'S RIVER FESTIVAL DOCKDOGS WORLD SPORTS COMMISSION INTERNATIONAL FILM with over 12,000+attendees from 579 CHAMPIONSHIPS The Dubuque Regional Sports FESTIVAL (JDIFF) communities,28 states and 5 countries, This event welcomed approximately Commission funded 16 events in fiscal The CVB assisted the JDIFF team with the 11th annual event was the most 3,000 spectators and 408 competitors year 2015.These events drew nearly event planning,logistical solutions, successful to date and received the with representation from 34 states and 3 82,000 attendees from across the marketing needs and more to ensure Outstanding Event Award from the Canadian provinces. country,and in some cases,from across a successful event for the festival and Iowa Tourism Office.2015 featured the world.These events allow Dubuque the approximately 3,000 visitors who national acts like Sam Hunt,Dan+ (Sports&Events data collected from to promote itself while participants are attended in April of 2015. Shay,Old Dominion,America,Grand Internal Tracking) in the area. Funk Railroad,and Tommy James&the Shondells.New to the festival was the first annual Brewfest. REPORTFISCAL YEAR 2015 ANNUAL I w y _ 14 TRAVELDUBUQUE.COM ------------------ i a v ; ' 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. G fia bw VIEW FISCAL YEAR 2015 STRATEGIES&OUTCOMES ► FISCAL YEAR 2015 ANNUAL REPORT 15 I ECONOMIC IMPACT I 'i. 17 IFO 11:11( Leveraging community branding to bring With every project,event,meeting,group or visitor and groups can often result in equally impactful in visitors results in growing economic interaction,our goal is to bring positive impact back to numbers with longer stays and more spending while our community.Sporting events&festivals often times in the community.Leisure travelers also provide a impact numbers annually. draw large crowds with even larger impact.Meetings positive economic return to the community. IMPACT FORMULAS BY THE DOLLAR The following formulas are used by the Dubuque Area Convention &Visitor's Bureau to calculate economic impact to the community. 2K LEISURE TRAVEL IMPACT For a travel party of 4 with a stay of 2 nights,the community will experience an estimated impact of over$2,000. $456 SPENDING X 2 NIGHT X 2.5 ROLLOVER=$2,280 IN IMPACT i $11 K G.ROU�'TO UR �MAPAC For an average group tour with a stay of 1 night and 35 attendees,the community will experience an estimated impact of nearly$11,000. 35 PEOPLE X$125 SPENDING X 1 NIGHT X 2.5 ROLLOVER=$10,9375.50 IN IMPACT $175K CEa��, 7� MjDVI R s For an average convention with 200 attendees and a 2 night stay,the community will experience an estimated impact of nearly$175,000. 200 PEOPLE X$175 SPENDING X 2 NIGHTS X 2.5 ROLLOVER=$175,000 IN IMPACT $750K SPORTS&EVENTS IMPACT For an average event with 2,000 attendees and a 1.5 night stay,the community will experience an estimated impact of nearly$750,000. 2,000 PEOPLE X$100 SPENDING X 1.5 DAYS=$750,000 IN IMPACT (Formula data collected from industry wide trends and Dubuque averages) FY 2015 NUMBERS AT A GLANCE (Data collected from Internal Tracking) I. ECONOMIC IMPACT RESULTS: THE ECONOMIC IMPACT OF �V Dubuque Y p o % increase travelrelad expenditures as well as an increase in � payroll, employment, state& local tax receipts. Released annually by the Iowa Economic Development Authority Iowa Tourism Office and prepared by the Research Department of the US Travel Association,this report provides insight on travel related expenditures,payroll,employment,state and local tax receipts.These numbers are a compilation of the 2002-2014 reports and represent Dubuque County. EXPENDITURESYEAR . EMPLOYMENT (MILLIONS) (MILLIONS) • (MILLIONS) (MILLIONS) 2014 $329.01 • 2.• • I 2013 $319.21 $49.18 2.82 $14.06 $4.2 2012 $320.56 $49.91 2.84 $14.32 $4.19 2011 $302.43 $47.79 2.8 $13.57 $4.02 2010 $275.28 $45.37 2.71 $13.03 $3.78 2009 $254.03 $45.38 2.76 $12.69 $3.62 I 2008 $253.66 $44.22 2.67 $11.61 $3.35 2007 $253.2 $43.66 2.73 $12.03 $3.33 2006 $236.82 $41.78 2.69 $11.47 $3.14 2005 $214.72 $39.69 2.6 $10.86 $2.93 2004 $200.13 $28.69 2.6 $10.56 $2.81 2003 $186.03 $37.77 2.6 $10.22 $2.68 2002 $166.84 $35.25 2.53 $9.23 $2.42 (Data collected from the Iowa Economic Development Authority Impact of Travel Report2014) 2015FISCAL YEAR REPORT I ECONOMIC IMPACT I OCCU PIS CY HOTEL / MOTEL TAX RECORDS 46.42% growth in Hotel/Motel Tax Records since 2007 with an average 6.97% growth annually since 2002. 01P, hyo 9�� 6�0 ��'� 3 y3 �p1 -.11 A $- 9L1 90 �O gg yy p3 6� g� 7 ,lA yyy y3of C4 401 14961 y1 �ti3 X13 �ti5 �y�o y0 X161 �yg 1� y0 �� MEMO MENEM Q4 � oil 11ii Q2 Q1 (Data collected from actual figures) DUBUQUE HOTEL OCCUPANCY VS. STR REPORT Overall average Dubuque occupancy for fiscal year 2015 was 59.9%. The Smith Travel Report(STR)gathers information from the Top Ten County Hotel Markets in Iowa: , Polk,Linn,Scott,Pottawattamie,Black Hawk,Story,Johnson,Dubuque, Woodbury&Dallas. , (Data collected from Dubuque hotels&STR Report) 0 Go o 0 o c o M c8R ~ M M M o ti ti N N N O U)Ln e c d Q1 trD o o Ui op t0 o o O O c � M C; O 11 _ H 0� H N y Ln NN N 0 0 Ln N UI 0 M U1 toD M� • • iiia i bALNES IMPACT HIGHLIGHTS Sales continue to be an important factor for brining impact to the area and helps to fill attractions, hotels, meeting space, restaurants and more during key periods of time. MEETING HIGHLIGHTS 'D J U-� r1] -�Lic ',"Z FUTURE PLANNING These represent only a sampling ofineetingsserviced inFV2015. These represent only a sampling ofgroupsserviced inFV2015. The CV13 hosted a focus group with travel industry COMMUNITY DEVELOPMENT SOCIETY FIRST DAKOTA BANK-YANKSTON,SD partners,hotel managers,and sales directors as well $546,875 IMPACT 250 people July 19-24,2014 $42,18T IMPACT 45 people October 6-9,2014 as elected officials,economic development leaders, National conference - First time in Dubuque. young professionals and business leaders to get LEGACY TOURS-FORT DODGE,IA feedback on the direction of the CVB's convention& IOWA CREDIT UNION LEAGUE $14,062 IMPACT 45 people October 14-15,2014 meeting sales efforts. $525,000 IMPACT 400 People September 16-19,2014 LAVERNS TRAVELS-LITTLE FALLS,MN g RESORT&COMMERCIAL RECREATION ASSOCIATION $31,250 IMPACT 50 people April 22-24,2015 Discussions were held with an independent facilitator $262,500 IMPACT 200 people November 8-11,2014 to het define future tannin as well as benchmark National Conference - Second time in Dubuque in the last 10 years. TURNER COACHES-TERRE HAUTE,IN P planning Rated the best conference they ever had. $15,625 IMPACT 50 people June 17-18,2015 the CVB's current progress and future visioning with INBOUND IOWA-DES MOINES IOWA STATE SNOWMOBILE ASSOCIATION ,IA communities ofsimilar size and characteristics.Afull $218,750 IMPACT 250 people November 21-23,2014 $20,000 IMPACT 32 people June 29-July 1,2015 report has been generated and a long term plan is IOWA ILLINOIS SAFETY COUNCIL (Sales data collected from Internal Tracking.Estimated economic being developed from these findings. $455,000 IMPACT 520 people April 22-24,2015 Impact amounts calculated from formulas on page 16.) Re-occuring Conference - High attendance when held in Dubuque. SPORTS & EVENTS IMPACT HIGHLIGHTS Events help draw large numbers to the community. The CVB works to help secure these events and also facilitates the Dubuque Regional Sports Commission to provide funding opportunities for organizers. PAS,7 EVENT DUBUQUE REGIONAL DOCKDOGS WORLD CHAMPIONSHIPS SPORTS COMMISSION $153,0001MPAcT 408competitors November 13-16,2014 In fiscal year 2015,the Sports Commission assisted 16 34 states and 3 Canadian Provinces. events and/or organizations including: USHL/NHL TOP PROSPECTS GAME America's River Soccer Classic International Dragon Boat Festival $937,500 IMPACT 2,500 attendees January 13,2015 Bud Light Border Bottle Iowa Boss Notion DockDogs World Championships Mantostic Guyothlon WHAT WOMEN WANT,DUBUQUE STYLE Dubuque Area Swimming Hurricanes Mississippi River High School Rodeo $131,250 IMPACT 350 attendees April 11,2015 Dubuque Blowout Mississippi valley Open Tennis AMERICA'S RIVER FESTIVAL Dubuque Gran Fondo RLIN4TROOPS $1.39M IMPACT 12,000 attendees June 12-13,2015 Gaelic Gallop Special Olympics Iowa (Sports&Events data collected from Internal Tracking.Estimated Grandview Gallop Winter Iowa Games economic Impact amounts calculated from formulas on page 16.) FISCAL YEAR 2015 AN NUAL REPORT 19 o � � o i 20 TRAVELDUBUQUE.COM M i FL I . WHEN TOURISM PROVIDES A UNIQUE EXPERIENCE FOR VISITORS, WE CREATE A POSITIVE EXPERIENCE FOR TH,GS.E WHO CALL DUBUQUE HOME. - ` By supporting businesses,events and organizations who make this area culturally vibrant,quality of life and the opportunities available to residents increases: r • VIEW FISCAL YEAR 2015 STRATEGIES&OUTCOMES / "o ,Ko -�0�," 1I FISCAL YEAR 2015 ANNUAL REPORT 21 - z3;, [QUALITY OF LIFE 1 Branding and impact come full circle By continuing to support the local travel industry, The CVB works with local organizations,events, when tourism infrastructure can create businesses can flourish,expand and starttheirjourneys programs,and initiatives to support this forward thinking in a community that offers opportunities.This climate philosophy and ensure the Dubuque area continues to be a vibrant environment that people want is appealing to current and future residents. a thriving and vibrant community to visit and live. to call home. f i CULTURAL VIBRANCY ONGOING EFFORTS The CVB has continued to help bring awareness to cultural events and brand Dubuque as a one of a kind destination and a great place to live. VOICES OF THE WAREHOUSE DISTRIC a BALD EAGLE WATCH JULIEN DUBUQUE The CVB provides marketing and promotional Assisting with the creation of promotional materials, INTERNATIONAL FILM FESTIVAL assistance through the use of the annual media buy. the CVB works with a volunteer committee to This fast growing event offers visitors a unique This event reaches visitors outside the area,fulfilling help bring awareness to this event and a unique way to explore downtown Dubuque.Each marketing strategies identified in key markets. opportunity along the Mississippi River. year,the CVB assists in marketing this event to our core audience to help raise awareness of arts in the area. IRISH HOOLEY PARKS TO PEOPLE TEAM OF DREAMS The CVB provides marketing and promotional Keith Rahe serves on the Leadership Committee of This event draws thousands of fans to the Field of assistance through the use of the annual media buy. Parks to People:Grant Wood Mississippi River Region Dreams for a celebrity softball game and autograph This event reaches visitors outside the area,fulfilling while Taylor Cummings serves as the Marketing signings.The CVB helped provide promotional marketing strategies identified in key markets. Committee Chair. This initiative links parks and trails assistance via digital marketing and social media while to each other,as well as people and communities, also providing logistical and event planning forthe creating cultural vitality. event. i I INCLUSIVITY ONGOING EFFORTS 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 a welcoming community. DupduQ)U- C.>1. E'90i GCD The Dubuque CVB is a mission partner of Inclusive CSI:Dubuque(Customer Service Intel)relaunched The first impression of Dubuque is often presented to Dubuque,a local initiative focused on strengthening in 2014 with the integration of Inclusive Dubuque to visitors through marketing materials.It is imperative a vibrant and welcoming community to ensure the feature insight on how to ensure visitors feel welcomed that these visuals represent an inclusive environment. region's success today and into the future. and included in the community. The tools offered to a visitor are also continually being modified so that they are easily accessible for all. LEGISLATIVE PRIORITIES 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. STAFF INVOLVEMENT FUNDING MARKETING EFFORTS Keith Rahe&Julie Kronlage serve as District Leaders Iowa is currently 47th in the nation for tourism Increase visitation to our state by increasing state wide to lobby to our legislators on the importance of marketing funding.It is imperative we continue to advertising of our many attractions and venues. supporting tourism.From our city parks to our advocate for increased funding for tourism marketing, workforce to our education system,tourism supports particularly in Iowa's three tourism regions(Western the quality of life available here in Dubuque County. Iowa Tourism Region,Central Iowa Tourism Region& Eastern Iowa Tourism Region.) REPORTFISCALYEAR 2015 ANNUAL i •_..•� �• - � i ... a }-. - . v t4gigi C } stop _•, _ 71 z, ey s . X - R � _ DUBUQUE f.