A MESSAGE FROM GREG EDWARDS
PRESIDENT & CEO
At Catch Des Moines, we represent 14 municipalities, so we are focused on regionalism and being a key contributor in driving the Greater Des Moines economy. Each year we implement strategies to increase visitors to the region through leisure travel and events, filling up our hotels, and driving traffic to our restaurants, bars, retailers, and attractions. All these things make a significant economic impact on the communities we represent. This past year, Catch Des Moines supported 393 conventions and events, with 261 events being directly booked by Catch Des Moines resulting in an economic impact of $150.1 million.
A few highlights included hosting the AAU Junior Olympics Games at venues across the region, including the MidAmerican Energy Company RecPlex, Drake Stadium, and Wellmark YMCA. We brought back prestigious events like the National Junior High Finals Rodeo, IRONMAN Des Moines 70.3, and the Iowa Caucuses. For the first time, Catch Des Moines hosted the National Speech and Debate Tournament, an event that brought in more than 7,000 students and filled up 56 hotels across the metro. We look forward to hosting NSDA again in 2025 for their centennial year. Also in 2025, we will be hosting the National Senior Games at venues across Greater Des Moines. For each of these big, public-facing events, there are dozens of other conferences and meetings happening on a weekly basis that bring in visitors and help put Des Moines on the map.
Our work is never done! Not only are we booking big events into the future (NCAA Men’s Basketball in 2028 and TEAMS Conference & Expo in 2031), but we continue to evolve our marketing tactics and programs to position Greater Des Moines as Des Best place to visit! On behalf of myself, the Board of Directors, and the entire Catch Des Moines team, we are excited for another year of increasing visitors to Greater Des Moines.
Regards,
Greg Edwards
President & CEO
Catch Des Moines
WHO WE ARE ORGANIZATIONAL STRUCTURE
The Greater Des Moines Convention & Visitors Bureau and the Des Moines Area Sports & Tourism Commission, collectively known as Catch Des Moines, markets the region as a visitor destination, increasing economic growth, and enhancing the visitor experience. Our focus is to drive economic success and enhance the quality of life in the 14 Greater Des Moines communities we represent.
HOW WE ARE FUNDED
Catch Des Moines is funded by 2/7th of the hotel/motel tax revenue from the communities represented and is governed by a 27-member board.
WE WELCOME. We bring people to Greater Des Moines, and we love to see what they bring to us. No matter who you are, you are welcome.
WE MAKE AN IMPACT. The work we do matters. Whether it’s economic impact of events, job creation, the reputation of the region, or supporting local businesses and attractions, our work leaves a lasting impression.
WE WIN AS A TEAM. Our team is a family, and we work together towards the common objective of increasing visitors. We collaborate and strive to be inclusive of all viewpoints and to celebrate our successes together.
WE SELL FUN. Selling fun every day means we come to work with a smile. Our enthusiasm for the region is authentic and we love to play host.
WE CONNECT. We are trusted experts, connecting visitors, locals, planners, and partners to resources with a sincere drive to surpass expectations.
WE SERVE. We believe in the power of customer service and starting with yes. Our everyday mission of service is centered on the needs of everyone; from the enduring communities that we represent to the visitors experiencing those communities for the first time.
Target Audience
Core Values communities we represent
Additional revenue is generated through private sector sponsorships, corporate sponsorships, and marketing advertising opportunities.
OUR STAFF
Catch Des Moines employs 23 full-time and five part-time staff members who are responsible for managing daily operations, strategic planning, market research, local partnerships, sales and leisure advertising programs (locally, regionally, and nationally), public relations, co-op advertising, and sales and servicing for events.
Des Moines is designated
The accreditation program defines
and performance standards in destination marketing and management. It recognizes destination marketing organizations that meet or exceed industry
CATCH DES MOINES BOARD OF DIRECTORS
2024 – 2025 EXECUTIVE COMMITTEE
Brian Mulcahy, CHAIR
Des Moines Airport Authority
Greg Hudson, Vice CHAIR
City of West Des Moines
Mayor Connie Boesen City of Des Moines
Brandon Danner Des Moines Marriott Downtown
Chris Connolly, Treasurer/secretary
Iowa Event Center
2024 – 2025 BOARD of Directors
DAVID ADELMAN, Cornerstone Government Affairs
BOB ANDEWEG, Mayor, City of Urbandale
STEVE ARMSTRONG, Councilperson, City of Indianola
BRIAN BECKER, Parks & Recreation Director, City of Grimes
BOBBI BENTZ, Councilperson, City of Ankeny
PAULA DIERENFELD, Mayor, City of Johnston
LARRY FEEBACK, Hilton Des Moines Downtown
SARAH HAINES, ITA Group
BRIAN HARDIN, Drake University
STEVE KARSJEN, Mayor, City of Polk City
ERIC KLEIN, Councilperson, City of Clive
AMANDA LUNDSTEDT, Councilperson, Pleasant Hill
MIKE LUSKY, Adventureland Resort
ANGELA MCKENZIE, Councilperson, City of Bondurant
JEREMY PARSONS, Iowa State Fair
KALPESH PATEL, VKB Management
JULIE STEWART, Councilperson, City of Altoona
SUSAN SKERIES, Councilperson, City of Windsor Heights
TIFFANY TAUSCHECK, Greater Des Moines Partnership
STEVE VAN OORT, Supervisor, Polk County
ROBERT WARREN, Hoyt Sherman Place
KATIE WEBER, Principal Financial Group
CATCH DES MOINES STRUCTURE
FINANCE & ADMINISTRATION
The Finance and Administration team manages all office financial, technological, human resources, and operational work at Catch Des Moines.
SALES & Event Experience
The Sales and Event Experience team leads all Catch Des Moines efforts to market central Iowa across the country as a premier meeting and event location. The team works collectively to secure new conventions, sporting events, meetings, and festivals, and ensure a seamless experience for planners and attendees.
MARKETING
The Marketing team is responsible for all marketing efforts, including building/retaining partnerships, driving private sector revenue, advertising, public relations, media relations, and Catch Des Moines events. In conjunction with an advertising agency, the marketing team is responsible for developing media strategies, executing media buys, and management of overall brand positioning.
CATCH DES MOINES STAFF Administration
GREG EDWARDS – President & CEO
SHANNON WINTERS, CDME, SHRM-CP – Vice President of Finance & Human Resources
LAURA MCNICHOLS – Director of Administration & Technology
DAVE BALLMAN – Shipping & Receiving Clerk
PAULA GLEASON – Receptionist
JANET KOERNER – Receptionist
LYNN OSWALD – Accounting Coordinator
Conventions, Sports, & Event Experience
TRINA FLACK, CMP – Vice President of Sales
CHRIS BAKER – Director of Event Experience
LAURA JASS – Director of Sports
CAROLYN ANDERSEN – Sales & Project Manager
HALEIGH ANDERSON – Housing Coordinator
BAILEE ARNBURG – Sports Event Manager
HEATHER ASHTON – Event Experience Manager
SUE CLARK – Airport Volunteer Coordinator
CAYLIE HICKMAN – National Sales Manager
MARY ANN MOORE – Sales Coordinator
BEN SLOAN – Sports Coordinator
AMBER SMITH – National Sales Manager
KELLY SMITH, CMP – National Sales Manager
Marketing
BROCK KONRAD – Vice President of Marketing
BEN HANDFELT – Director of Creative & Communications
JENNA GROSS – Graphic Designer
JENNA SCHAEFFER – Partner & Data Manager
TESSA SIMONS – Partner Sales Manager
CLAIRE STRICKLAND – Web & Social Media Specialist
ALEX WILSON – Communications & PR Manager
JUSTIN ZERFAS – Senior Marketing Manager
Travel Expenditures
Polk and Dallas counties received more than $3 billion of the $10.9 billion in statewide spending in 2023, according to the Iowa Economic Development Authority’s “Iowa Tourism Economic Impact Report” released October 2024.
Significant Bookings
Signature EquipoVision
Summer Convention
June 2024
USA Volleyball — Iowa Region
USA All-Star Championships July 2024
USA Triathlon Youth & Junior National Championship July 2024
Classic Thunderbird Club International International Convention August 2024
BILLION +
POLKANDDALLASCOUNTIES
10.9 BILLION
STATEWIDE SPENDING
19,300 jobs are supported by this spending in Polk and Dallas counties.
$1,666 annually is the additional amount each household in Polk/Dallas counties would pay if it weren’t for the revenue generated by travel/ tourism. This number is the sum of state and local taxes ($448M) divided by the census bureau’s estimated households for Polk and Dallas counties (268,983).
Fans First Entertainment Savannah Bananas September 2024
National Bar Association Mid-Year Conference March 2025
Amateur Athletic Union (AAU) Girls Wrestling AAU Girls Twin Rivers Nationals April 2025
Midwest Association for Medical Equipment Services Spring Convention April 2025
National AMBUCS National Conference July 2025
National Senior Games Association National Senior Games July 2025
MAJOR events hosted
All-Iowa Attack Basketball Battle of The Best July 2023
American Simmental Association
National Junior Show July 2023
USA Archery
JOAD National Championships July 2023
Wellmark YMCA Aquatics Center 2023 Speedo Summer Sectionals July 2023
American Cheese Society Annual Conference July 2023
Amateur Athletic Union (AAU) Junior Olympics
Junior Olympic Games July & August 2023
RAGBRAI Overnight Stop July 2023
Soil and Water
Conservation Society Annual Conference August 2023
National Association of County Agricultural Agents Annual Meeting/Conference August 2023
Major League Quadball MLQ Championship August 2023
American Quilter's Society AQS Quilt Week September 2023
National Valais Blacknose Sheep Show USA September 2023
USA Wrestling 2023 USAW Brian Keck Memorial Preseason Nationals October 2023
Iowa Caucuses 2024 Presidential Caucuses January 2024
Kennedy Center American College Theater Festival Region 5 Festival January 2024
National Frame Building Association
2024 Annual Expo
March 2024
Perennial Plant Association
National Symposium July 2025
United States
Custom Harvesters Convention Janurary 2026
International Women's Conference 62nd Annual Conference February 2026
Women of the Evangelical Lutheran Church in America Triennial National Convention July 2026
The Wildlife Society Annual Conference November 2026
Midwest Sociological Society Annual Meeting April 2024
All-Iowa Attack Basketball Battle of The Best May 2024
In-Plant Printing and Mailing Association
Annual Conference and Expo June 2024
IRONMAN
IRONMAN 70.3 Des Moines June 2024
National Pork Producers Council
World Pork Expo June 2024
National Speech & Debate Association
National Speech and Debate Tournament June 2024
National High School Rodeo Association
National Junior High Finals Rodeo June2024
Conventions & Events GENERATED
393
261
300
SALES
HOSTED the Customer Advisory Board in May and November. This group of 15 meeting planners provides insight and direction for sales efforts and destination development.
MET quarterly with the Sports Advisory Committee; this group of local leaders is instrumental in securing and hosting major sporting events.
Collaborated
Sponsored the American Bus Association show in partnership with Iowa Travel Industry Partners.
Created itineraries, sourced hotel blocks, and serviced motorcoach groups traveling through the region.
ATTENDED industry tradeshows and national events to source future business. Maintained a presence in key feeder markets.
SENT out four mailers to top accounts and prospects to remain top of mind.
LEVERAGED strategic partnership agreements with our third party organizations such as Maritz Global Events, ConferenceDirect, and HelmsBriscoe to increase the reach with meeting planners.
DEVELOPED a new What’s Your Jam campaign to leverage local connections in uncovering new business opportunities.
4
Destination Branding and Marketing Campaign of the Year (population: 500,000 and up) from Sports ETA.
Platinum (highest level) Hermes Creative Award for Best Marketing/ Promotion campaign for our Des Best program.
2 American Advertising Awards: Best Internet Commercial and Best Audio/Visual Sales Presentation.
2 Iowa Tourism Awards: Outstanding Social Media Execution for Des Best program and Outstanding Diversity, Equity and Inclusion Initiative for LGBTQ+ campaign.
3 PRSA Iowa PRIME Awards for the
Administration, finance, Human Resources, technology
The Administrative team supports the Catch Des Moines staff ensuring the organization is able to run efficiently. The team oversees all financial activity, human resources, office operations, research, and data maintenance. The team also oversees technology, maintaining our systems, and delivering innovative solutions. It establishes and maintains policies and procedures to ensure compliance.
FY 2024–2025 BUDGET
SPORTS
CONVENTIONS, SALES, & EVENT EXPERIENCE
ADMINISTRATION
CATCH DES MOINES
The Sales team is focused on securing new conventions, sporting events, meetings, and festivals to drive economic impact in Greater Des Moines. A team of six sales managers strategically target key markets, including agriculture, sports, medical, association, education, government, corporate, hobby, religious, and group tours.
GOALS:
Total Points: 2,845
Total Bookings: 315
Qualified Prospects: 430 future opportunities
Site Visits: 50 planners
KEY STRATEGIES: sales
♦ Increase national exposure and relationship building.
♦ Host the Catch Des Moines Customer Advisory Board to gain insight on strategy, best practices, and destination development.
♦ Maintain involvement and increase exposure with third party planners.
♦ Immerse and expose targeted planners to Greater Des Moines.
♦ Leverage Catch Champions to secure future events.
TACTICS:
♦ Attend targeted industry trade shows and events and make sales calls in key feeder markets such as Washington, D.C., Chicago, Kansas City, Indianapolis, and Colorado Springs.
♦ Maximize key partner city relationships for events, calendars and opportunities for new business.
♦ Maintain memberships in key industry organizations, such as PCMA, ASAE, RCMA, NOA, Sports ETA, TEAMS, and MPI.
♦ Sponsor, advertise and attend partner events for Maritz, Conference Direct and Helms Briscoe.
♦ Host 50 planners on customized site visits. Look at events and new development to create a FAM or targeted planner event.
♦ Execute the What’s Your Jam marketing plan, focus on key local groups and organizations to drive new business.
event Experience
The Event Experience team provides services and resources to booked events in Greater Des Moines. The team of four professionals, which includes service and housing, works with the event organizer to coordinate all details and services before, during, and after the event. The team provides industry leading support based on the unique needs and specific goals of each group.
goals:
♦ Enhance all visitors’ experiences by highlighting Des Moines’ uniqueness and authenticity at conventions, sporting events, and community events.
♦ Continue to enhance the visitor's experience by working with Marketing on community awareness for upcoming groups.
♦ Execute housing-including reservations, contracts, pick up and invoicing for key contracted convention and sporting groups.
♦ Educate and support the hospitality and service industry through training events, exposure through visitor resources and community involvement.
KEY STRATEGIES:
♦ Support the Sales team’s efforts throughout the sales process and build relationships with event organizers to enhance their likelihood of confirming Greater Des Moines and the services offered by Catch Des Moines and our partners.
♦ Communicate with all upcoming groups to identify needs and share resources available.
♦ Review and create materials that are important for attendance building, onsite experience, or planning resources.
♦ Identify new housing opportunities, best practices and long term viability/sustainability.
♦ Host events to provide education and familiarization to local planners, community partners and stakeholders. These events include visitor industry meetings, FAM tours, and roundtables.
tactics:
♦ Assist with partner networking events, including but not limited to, quarterly VIM and meeting planners luncheons, Annual Celebration, Catch Des Moines Golf Classic, and CEO Dinner.
♦ Define internal processes for executing service programs to increase efficiency and delivery.
♦ Continue developing service tiers and attendance building programs.
♦ Attend industry related educational seminars to continue to stay up to date on industry trends and network with other service professionals (Event Services Professionals Association, MeetingMax, Destinations International Summits).
marketing
The Marketing team plays an integral role in supporting the sales, conventions, and sports divisions on a national and industry level, along with targeting leisure travelers within more defined regional target markets. Their role is to define and manage the brand, produce marketing collateral that supports our messaging, and to tell the stories, whether it be through advertising, PR, or social media, that help to elevate the region and increase visitors to Greater Des Moines.
tactics: GOALS:
Impressions: 263,589,169
Engagements: 5,437,223
Marketing Revenue: $435,000
PR/Media Points: 719
KEY STRATEGIES:
♦ Increase website traffic 8% to 2,319,484 sessions.
♦ Expand PR efforts with trade publications, travel writers, and national/regional/local features.
♦ Increase PR/Media points 8% to 719
♦ Develop an integrated ad plan that best uses our budget and maximizes our exposure and engagement in our key target markets.
♦ Secure $250,000 in Partnership Revenue (This now includes website advertising).
♦ Secure $55,000 in co-op revenue.
♦ Secure $130,000 in Catch Des Moines Visitor Guide advertising.
♦ Implement new content and editing past content on site with use of social media, paid advertising, SEO, and other tactics to enhance site visits. Increase paid search marketing and social media advertising in our marketing and advertising mix.
♦ Create an extensive communications plan and editorial calendar to proactively identify opportunities for PR coverage both locally and nationally along with our industry trade publications.
♦ Increase placement efforts to national and local media. Work with sales/services team to tell more stories locally. Create interesting travel stories to tell for leisure placements.
♦ Continue to improve and adapt marketing media mix and target markets based on data from campaign results and Placer.AI.
♦ Retain as many partners as possible and grow revenue with new partnership offerings.
♦ Retain and grow current co-op partners and add new partners to the program.
♦ Retain as many past advertisers as possible and secure new agreements with new partners.
