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Port of Dubuque Marina Annual Report 2015 Copyright 2014 City of Dubuque Action Items # 3. ITEM TITLE: Port of Dubuque Marina Annual Report 2015 SUMMARY: City Manager transmitting the Port of Dubuque Marina Annual Report for 2015. Staff will make a short presentation. SUGGESTED DISPOSITION: Suggested Disposition: Receive and File; Presentation ATTACHMENTS: Description Type Port of Dubuque Marina Annual Report 2015-MVM City Manager Memo Memo Annual Report Memo Staff Memo Annual Report Supporting Documentation THE CITY OF Dubuque UBE I erica .i Masterpiece on the Mississippi 2007-2012-2013 TO: The Honorable Mayor and City Council Members FROM: Michael C. Van Milligen, City Manager SUBJECT: Port of Dubuque Marina Annual Report and Presentation Request DATE: February 8, 2016 Leisure Services Manager Marie Ware is transmitting the Port of Dubuque Marina Annual Report for 2015. At this time a short presentation will be made to the City Council regarding the annual report. S4-'6�- MicKael C. Van Milligen MCVM:jh Attachment cc: Barry Lindahl, City Attorney Cindy Steinhauser, Assistant City Manager Teri Goodmann, Assistant City Manager Marie L. Ware, Leisure Services Manager THE CITY ODubuque II-A U Bi E ;111 I.mericaCi i Masterpiece on the Mississippi 2007-2012-2013 TO: Michael C. Van Milligen, City Manager FROM: Marie L. Ware, Leisure Services Manager SUBJECT: Port of Dubuque Marina Annual Report and Presentation Request DATE: February 4, 2016 INTRODUCTION The purpose of this memorandum is to provide the Port of Dubuque Marina Annual Report 2015 and request an opportunity to present highlights to the City Council. BACKGROUND Due to the City's fiscal year ending June 30, it is best to compare the performance of the Marina by boating season. Ben Alden, Facilities Supervisor and Dan Kroger, Recreation Division Manager have prepared a report of the 2015 season which is May 1 st through October 31 st. However, within the document the budget section is presented by fiscal year. The report shares information regarding highlights, financials, marketing and more. The City Council on their 2014-2016 Management Agenda's Economic and Prosperity Goal requests a performance report for the Port of Dubuque Marina. The report was presented to the Park and Recreation Commission for their review at the February 9th meeting. ACTION REQUESTED This report is provided as a summary of the 2015 season operations and future outlook for you and the City Council. We respectfully request an opportunity to make a short presentation at a City Council meeting. Prepared by: Dan Kroger, Recreation Division Manager attachment: Port of Dubuque Marina Annual Report 2015 cc Steve Fehsal, Park Division Manager Ben Alden, Facilities Supervisor 1 PORTofDUBUQUE MARIhlw " ANNUAL REPORT 2015 i OWN oa THE CF Dubuque Report Prepared By: All-THS Marie Ware, Leisure Services Manager DUjB L AmencaCrty 1 I I I I ' Dan Kroger, Rec. Division Manager Ben Alden, Facility Supervisor Masterpiece on the Mississippi 2007.2012•2013 02-05-2016 HIGHLIGHTS FOR 2015 The Port of Dubuque Marina began its third season on May 1"2015. The Ice Harbor flood gates were open at the start of the season and remained open for the duration of the year. With the flood gates open for all six months of the boating season, the Port of Dubuque Marina had its best financial year �p to date. ViP�G�G "'�II18NF�" The annual concert America's River Festival takes 6` place in June in the Port of Dubuque. This festival is organized by Travel Dubuque and draws thousands of concert goers to a two day event. Forty-two boats made advanced reservations for a total of sixty nights, and another dozen boats stayed for a three hour period during the event. Customers making advance reservations receive slip preference for their overnight stay and access to the Marina shower suite. Any non-reserved slips are then available for the three hour stay on a first come,first serve basis. 60 overnight stays during The City of Dubuque's July 3rd air show and America's Riverfest in 2015 50 boats for the fireworks display brought fifty boats to the compared to 50 in 2014. July 4" holiday in Marina in 2015. Guests came to the marina 2015 compared to by trailer and by river,from both local and out of town addresses to enjoy the none in 2014. event. The Port of Dubuque Marina provided these boats with a safe location to dock for the night before and after the event. Many customers were pleased to use the facility so they would not have to contend with boat traffic on the river or at a boat ramp. The Port of Dubuque Marina has continued a strong relationship with the local Julien Dubuque Yacht Club (JDYC). The Marina has hosted an annual event in July for members of the JDYC to gather and socialize. The membership of the JDYC is spread across many marinas located in, and around Dubuque. The Port of Dubuque Marina is able to provide a location where these members can come together and enjoy a first class experience. During this event the JDYC utilizes the Marina's floating plaza to feed and entertain the The annual JDYC event membership. This brought a consistent year thirty-two number of boats to the boats stayed Marina the past two years. 1 overnight during the event,six boats stopped by for the three hour stay,and many more members came by car. The Port of Dubuque Marina hosted its Second Annual Lighted Boat Lois Parade during the first weekend of August. Members of the Julien Dubuque Yacht Club and other local and visiting boats filled the Marina I I for an event filled weekend. This free community event featured a bag toss tournament and a "Rock the Dock" style concert in the evening. Three more boats participated in Sixty boats filled the Marina on the night of 2015, and all the event,thirty of those boats decorated and participants participated in the parade. The level of elaborated on commitment far exceeded the first years,with many of the participants their displays. bringing their decoration to new heights. The parade left from the Port of Dubuque and continued onto the river,where it was visible from the Mississippi Riverwalk. More than two thousand spectators ✓ , lined the Riverwalk to enjoy this free community event. ©t Volunteer judges were assembled EI to choose winners for best in 500 spectators show,adherence to theme and and participants most original. Prizes were came to the donated from local businesses like Marina during Stone Cliff Winery, Mindframe the first year of Theater,the National Mississippi the Cabela's River Museum,and the Riverboat Walleye Masters Twilight. I Tournament. In September the Port of Dubuque Marina hosted a Cabela's Walleye Masters Tournament that was organized with help from the Convention and Visitors Bureau. This was the first year that the City of Dubuque hosted this event. On Friday and Saturday thirty boats left from the Marina and returned for an afternoon fish weigh-in. The weigh-in was a nationally televised event and simulcast over the internet. Dubuque was chosen as host city for the regional conference of the Department of Natural Resources (DNR) Fish and Wildlife Division. Major reasons that . '+ Dubuque was chosen were the Port of Dubuque Marina's high quality facility and the marketing plan that City Staff submitted to the DNR. 2 t The DNR Fish and Wildlife conference included a Boating Infrastructure �4L Sp0, Grant (BIG) panel discussion which was attended by Assistant City 4ti Engineer Bob Schiesl, Facilities Supervisor Ben Alden and DNR staff. The A discussion included the Marina design process, facility use and ~ marketing efforts. The Discussion ended with a guided tour of the Port of Dubuque Marina facility. DNR officials were able to ask questions, and left with a better understanding of our facility. The DNR Fish and OR All Wildlife division continues to use the Port of Dubuque Marina as an example of success. The National Mississippi River Museum and Aquarium puts on a free concert called Rock the Dock once a month on the back plaza. This event continues to draw boats to the Port of Dubuque Marina as a unique and fun way to enjoy the music. All boaters who come to these events enjoy the experience. GOALS ACCOMPLISHED IN 2015 1. Work through the Clean Marina Certification process to become a certified Clean Marina. ✓ The Port of Dubuque Marina was named Iowa's first certified Clean Marina. This certification was through the Wisconsin Marine Association because there is currently no Iowa Marine Association for certifications. 2. Attend off season boat shows to promote the Marina. ✓ The closure of the Quad Cities Boat and RV Show made the Dubuque Boat and RV show the only show attended. 3. Implement a reservation software program to handle online 20%of all reservations customer reservation requests. were made by online ✓ Anew reservation program was in place for opening day of customers in 2015. the 2015 boating season. The reservation program allows for better customer record keeping and secure transactions. 4. Introduce hot food service in the Marina store. ✓ The Marina store offered hot dogs, personal pizzas, personal pizza puffs and soft pretzels which increased food sales in 2015. 5. Continue to search for a compatible bicycle rental program in the Port of Dubuque. ✓ A partnership with Fever River Outfitters provided a bicycle rental program in 2015. 6. Continue to build the business to become more self-sustaining each and every day. Through an increased marketing presence and awareness campaign we will continue to stress the importance of this goal. 3 CLEAN MARINA CERTIFICATION OBTAINED The City of Dubuque continues to push efforts to become more sustainable and environmentally conscious. Obtaining a clean marina certification has been a goal of City Staff since opening the marina in 2013. This goal was reached in early September AV, of 2015. The Port of Dubuque Marina became Iowa's first certified clean marina through the Wisconsin Marine Association (WMA). A certification through the WMA was necessary because Iowa has no organized marine association. Iowa's first certified Clean Marina. Best management practices of a clean marina help protect the resources that this industry depends on, including waterways and wildlife of the Mississippi River. A staff that follows these practices ensures that our customers have an enjoyable stay in a clean and well-kept environment. Proper clean-up and containment of any spill is essential in a marina, not only for the well-being of the environment, but to avoid costly fines and violations. M PARTNERSHIPS The Port of Dubuque Marina continued to grow its partnership with Swift Water Adventure Tours(SWAT) in 2015. SWAT river tours has operated a six passenger high performance rigid-hull inflatable boat(RIB) out of the Ice Harbor since the Marina opened in 2013. SWAT river tours offers hour long or specialty tours of the Mississippi river to tourists In 2015 SWAT and locals alike. During ridership increased by the 2013 and 2014 season over 100%from 2014. SWAT river tours operated as an on call service, launching the boat in Illinois,and traveling to pick up customers when a tour was requested. Before the start of the 2015 boating season City of Dubuque staff met with SWAT river tours to discuss the docking agreement with the City. The existing docking agreement was changed from a flat fee docking agreement to a revenue share agreement. The Port of Dubuque Marina now receives compensation for each passenger SWAT takes on a river tour. This partnership has proved beneficial for both parties. SWAT river tours was able to significantly increase the number of customers they serviced over the last year and the Port of Dubuque Marina more than doubled the revenue received from the 4 docking agreement. In order to keep up with steady business SWAT regularly purchased fuel from the Marina dock. In 2015 The Port of Dubuque Marina was able to offer recreation equipment and activities through a partnership with Fever River Outfitters of Galena, 7"N Illinois. Fever River Outfitters provided bicycles which were offered for rental through the Marina store. Bicycles helped tourists or people visiting the Port of Dubuque area explore other parts of Dubuque. Twenty-four bicycles were rented at the Marina store over three months. This is an area of future growth through increased marketing and exposure. Fever River provided kayaks and stand up paddle boards (SUPs) In 2015 the Marina began for classes in the Ice Harbor. The popularity of these classes offering kayak,stand up increased as the summer went on,thanks to in season marketing paddleboard and bicycle rentals and word of mouth. Marketing and outreach in advance of this in the Port of Dubuque. coming boating season is set to increase participation in 2016. MARKETING IN 2015 • Attended the Dubuque Boat and RV show as an exhibitor with a booth. o Promoted free three hour docking to local boaters. -- _ • Ad in "Quimby's' cruising guide, print publication 2015. • City of Dubuque Notify Me email newsletter created in Spring 2015. 251 subscribers (as of 12/31/2015) • Partnership with Fever River Outfitters to provide kayaks, �ORT.f]DUBUQUE stand up paddle boards(SUP) and bicycles at the Marina. MARINA o Created a rack card and distributed to area hotels and CVB to promote activities. • City of Dubuque Public Information Office promoted events and activities through electronic parking ramp signs. • Trip Advisor account created in summer 2015. #33 of 55 things to do in Dubuque, 3 reviews as of O O 12/31/15. • Ad in July issue of"Julien's Journal" subscription (R) + magazine, print publication. {. r I pa vi s o r • Remote broadcast on WJOD to promote 2nd annual lighted boat parade, August 2015. 5 • Partnership with other Port of Dubuque business to promote area tourism through presence on www.dubuqueport.com. T o Diamond Jo, National Mississippi River Museum, TH E P�R T1 OF Grand Harbor Hotel & Resort,Stone Cliff Winery DUBUQUE T T T n 7 L and Dubuque River Rides. 1J lJ Q E • Completion of Clean Marina certification process through the Wisconsin Marine Association. o Networked with nearby marine professionals. o Marina is now included in Wisconsin Marine Association webpage and Clean Marina listing. o City and regional press release. • "Great Lakes Boating" published a featurette "My husband did a google search to about the Port of Dubuque's Clean Marina find options and came up with the certification. listing for the Port of Dubuque Marina." • Regional DNR conference to highlight the BIG bid process and presentation of the completed Marina. • Website: www.portofdubuquemarina.com updated throughout the year. • Facebook account updated throughout the year: facebook.com/portofdubuquemarinadocks 1,420 friends (as of 12/31/2015) • Facebook page updated throughout the year: facebook.com/portofdubuque 618 followers (as of 12/31/2015) • Twitter account updated throughout the year: @PortofDBQMarina 130 followers (as of 12/31/2015 MARINA STORE mlglrv: ?he shower and laundry facility The Port of Dubuque Marina convenience was fantastic! It was better than store continues to we could have asked for and the adjust items available shop came in handy to get a for resale to fit the quick snack and needed items." needs of its — customers. This 9 spring the Marina worked with the City of Dubuque's Communications Assistant to develop unique logos that were printed on t-shirts,tank tops and sweatshirts. Boaters and visitors both enjoyed the selection of colors and prints and were eager to take home a souvenir from the Port of Dubuque. Two tables and sets of chairs were purchased and placed outside of the building for people to Marina store sales totaled $29,787 in sit and enjoy the Port of Dubuque Marina. 2015, an increase of 48% from 2014. 6 DOCKAGE The quality of the Port of Dubuque Marina docks continue to impress customers during their stay. Everyone who comes to the Port of Dubuque calls it the nicest Marina on the Mississippi. Last summer's mid-season promotion of the buy one, get one 3 hour weekend dockage continued into the 2015 season. This was done to encourage the local boating community to use the facility and support surrounding businesses in the Port of Dubuque. The redemption of buy one, get one free coupon was not allowed during special events such as America's Riverfest,or any holidays. Overnight Dock Rentals by Month 300 250 m � 200 v ae Y u p 150 Y L C v 100 O 50 0 MAY JUNE JULY AUGUST SEPTEMBER OCTOBER ■2013 0 40 91 162 100 47 ■2014 8 59 57 164 120 32 12015 14 105 265 173 69 47 ■2013 ■2014 ■2015 Dockage revenue totaled $24,215 in the 2015 season, an increase of 39% from 2014. 7 FUEL Boater awareness of the facility and competitive pricing helped attract customers to the fuel dock and increase fuel sales in 2015. The ease of Diesel fuel accounted for access,secure location and convenient pump-out system has made the 10%0 fu sales. Port of Dubuque Marina fuel dock an attractive place to purchase fuel. Gallons of Fuel Sold by Month 9000 8000 7000 0 6000 0 �^ 5000 - 4000 - 3000 2000 10000 -4h MAY JUNE JULY AUGUST SEPTEMBER OCTOBER ■2013 0 1022 3039 5199 3262 1385 ■2014 432 723 3314 7846 4515 1392 ■2015 2943 4572 7507 7546 8609 2280 ■2013 ■2014 ■2015 Fuel sales totaled $115,354 in the 2015 season, an increase of 46% from 2014. 8 FINANCIALS This chart shows the Marina's store and dock combined ending financial figures for fiscal year 2014, 2015 and current figures for fiscal year 2016. Fiscal year 2016 will end on June 30`", 2016 giving the Marina two more months of revenue in this fiscal year. Change in Net Profit (Loss) 5 17% $(20,000.00) FY 2014 FY 2015 FY 2016(February) Reduction in $(40,000.00) Tax Support $(60,000.00) from FY 2014 $(50,000.00) $(79,599.00) to FY 2015 o $(100,000.00) a $(120,000.00) v z $(140,000.00) $(160,000.00) $(152,055.00) $(180,000.00) $(188,z84.00) $(200,000.00) Combined Fiscal Year Totals GOALS FOR 2016 1. Increase awareness of the Port of Dubuque Marina convenience store and the items available for sale through increased signage and in the Port area. 2. Increase awareness of the Port of Dubuque Marina convenience store and the items available for sale through increased marketing to area businesses. 3. Install bulletin/message boards at City boat ramps to promote the Marina and provide information on river travel. 4. Promote the Port of Dubuque Marina facility as a space not only reserved for boaters. 5. Promote and grow participation in the new activities offered in the Port of Dubuque, including bicycle, kayak and stand up paddleboard (SUP) rentals. 6. Develop new programs and activities offered at the the Port of Dubuque including yoga and SUP yoga classes. 7. Develop a new event at the Port of Dubuque Marina such as an in water boat show,or antique boat show. 8. Continue to build the business to become more self-sustaining each and every day. 9 STAFFING "We were so appreciative of the kindness of your staff and the There are four seasonal staff budgeted for the operation of the cleanliness of your facilities." Marina and one full time facility supervisor. In order to properly cover the Marina store and docks during regular business days, two staff members work during each shift. Whenever possible, Marina staff is cross-trained to work at both the Marina store and on the docks. Facility Supervisor Ben Alden covers shifts as needed,or if the operation is exceptionally busy. Staff for the 2015 season offers concierge level service to visiting boaters and the general public. Seasonal staff is not only responsible for providing excellent hospitality to customers, but for also maintaining the cleanliness of the facility, both boater and public. Partnerships with neighboring businesses in the Port of Dubuque such as the Diamond Jo Casino and the Grand Harbor Resort helped staff provide customers with nearby specials and deals. HISTORY The Port of Dubuque Marina is owned and operated by the City of Dubuque, Iowa. It is located on the Mississippi River, in what is historically known as the Dubuque Ice Harbor. When entering the Marina by boat, one passes through the U.S. Senator John C. Culver Floodwall. The gates of the flood wall act as the entrance to the Marina, making it very secure from river current. In the event of high water on the river,which could cause flooding (most common in the spring), the flood gates are closed, and all boat traffic into and out of the Marina stops. The closing of the flood gates prevents fuel sales and slip rentals, however the convenience store remains open for business. The Port of Dubuque Marina opened to the public in June of 2013. The Marina includes seventy slips with water and electrical hook-ups,a fuel and pump out dock,a Marina convenience store,a private shower and laundry suite and public restrooms. The seventy slips vary in length from thirty feet to fifty feet, and can accommodate boats of up to one hundred feet in overall length. All of the seventy slips are transient, meaning each boat that docks at the Marina may remain for a maximum of fourteen consecutive days. This twenty year regulation is tied to funding received from the Federal Boating Infrastructure Grant, which helped build the Marina. The Marina convenience store offers items such as ice, drinks,snacks, ice cream, health and beauty aids, boating supplies, apparel and food. The Marina convenience store is open for both boaters and visitors to the Port of Dubuque area. Along with offering products,the store and staff provide tourist information and guest services to the visitors of the Port of Dubuque. The restroom facilities include a private boater shower and laundry suite which require key card access. Key cards are given to transient guests of the Marina when they register for overnight dockage,and act like a hotel room key. Key cards not only provide access to the private boater shower and laundry suite, but also open the locked dock gate to allow boaters and their guest secure access to the docks and their boats. A separate ADA compliant public restroom is available to the public with no restrictions. 10 OUR THANKS We would like to thank the many departments that continue to aid us in accomplishing our goals. The continued support of the Engineering Department who work so closely with the original contractors to keep our equipment running. The Public Information Office for assisting with the website design, numerous promotional materials,and product logos. The Information Services Department for continually updating us and working to provide our customers with the best possible options. The Finance Department for helping to set up new billings and accounts. The Legal Department for reviewing new agreements and contracts for the Marina. The Health Department for its knowledge and advice on food safety. The Fire Department for conducting annual inspections and assisting with staff safety training. Cable TV for its excellent work filming the Lighted Boat Parade and all other happenings in the Port of Dubuque. Many thanks to all the employees of the Leisure Services Department for providing constant help and support. The friendly staff and well maintained landscape receive many compliments throughout the yea r. 11