Tourismimpact
May ‘23
A monthly snapshot of the impact tourism has in our local community
A Walk to Remember
In early May worshippers from nearly all 50 states gathered in Green Bay for the annual Walk to Mary.
The 21-mile walk began at the National Shrine of St. Joseph on the St. Norbert College campus. Participants traversed the Fox River Trail and strolled through the streets of Green Bay, leading to the National Shrine of Our Lady of Champion. There, pilgrims explored the grounds of the only Church-approved Marian Apparition Site in the United States and participated in Mass.
2023 marked the 10th year of the annual event. More than 5,500 pilgrims joined the walk and their economic impact to our region is estimated to be more than $678,000. Discover Green Bay is excited to welcome the group back in 2024.
Events Impact
March conventions and sporting events accounted for 19,369 room nights and an economic impact of $13,979,087.
Significant Conventions and Sports Events Held March, 2023:
• Higher Education Entrepreneurial Ecosystem Toolkit Design Workshop
• Christian Congregation of Jehovah’s Witnesses
• Wisconsin Daughters of the American Revolution
• Bowling Centers Association of Wisconsin – Middle School
Bowling Championship
• National Shrine of our Lady of Good Help – Walk to Mary
• Wisconsin Department of Justice – Wisconsin Law
Enforcement Mental Health & Wellness Symposium
• Wisconsin Youth Soccer Association
• Wisconsin Alcoholics Anonymous District Conference
• Upper Midwest Concerned Auto Recyclers
A Little Data
This month we combined two metrics to discover our most impactful visitors for 2023 to date. We look at income and age as key demographics when placing ads and creating content. This analysis shows that 18-24 year olds making $150k+ spend by far the most over the time of their trip to the Green Bay Area. We also pay close attention to the 35-44 age bracket making less than $20k/year. Likely, this group is saving for a affordable vacation once a year and is a good group to promote to.
On the Horizon
Our sales team is always hunting down new leads to bring in clients that will make a positive economic impact. We’re proud to share these recent bookings!
• WI Motorcarriers Association
September 2023
• Brown Swiss Cattle Breeders Association
July, 2024
• Bricklayers and Allied Craftworkers District Council of Wisconsin
November, 2023
• WI Wrestling Coaches Association
November, 2024
• WI Chess Association
July, 2023
• Boy Scouts of America – Bay Lakes Council Convention
April, 2024
• WI Organization of Nurse Leaders
September, 2023
• North Central Region of Astronomical League
May, 2024
• WI Association for Home and Community Education
September, 2025
The Numbers
Top: STR Report - a dive into how Green Bay stacks up compared to fellow destinations in monthly and year to date occupancy rate and average daily rate. *NOTE: DGB does not receive the STR report until mid-month. It will be a month behind the rest of this report.*
Bottom: Monthly Report - A snapshot on progress toward Discover Green Bay’s sales and marketing goals compared to previous year.
OCC % % CHANGE ADR %CHANGE OCC % % CHANGE ADR % CHANGE GREEN BAY 54.0 -2.3 $107.54 2.1 50.3 3.5 $115.29 0.5 Wisconsin 51.1 -0.1 $112.80 4.1 47.6 3.4 $111.57 5.2 Milwaukee 57.8 3.5 $121.93 5.6 51.0 6.5 $114.30 7.3 Madison 59.1 5.1 $121.87 3.5 51.7 11.4 $113.07 7.1 Appleton/Oshkosh 50.9 -5.2 $98.14 4.4 50.3 3.6 $100.63 5.8 Door County 46.4 4.1 $111.66 3.5 46.9 14.2 $115.64 3.0 Eau Claire 48.9 6.4 $102.99 7.8 43.6 0.8 $99.20 6.7 La Crosse 53.2 -6.4 $106.50 7.2 49.2 -13.4 $104.66 6.1 Wisconsin Dells 48.0 0.6 $135.30 1.6 45.9 5.3 $140.88 2.3 Wausau/Stevens Point 46.1 -2.6 $103.62 8.3 47.5 2.3 $106.10 8.7 Most Recent Data from Smith Travel Research OCC = Hotel Occupancy ADR = Average Daily Rate April 2022 YEAR-TO-DATE AREA
Sales May YTD 2023 % of Goal 2023 Goal YTD 2022 Leads 16 89 53.9% 165 58 Future Room Nights from Leads 9,657 47,823 41.8% 114,400 36,855 Future Potential Economic Impact from Leads 4,974,327 $27,981,541.00 41.1% $68,160,310 $26,374,297 Confirmed Future Room Nights 22,425 81,052 47.7% 170,000 60,155 Confirmed Economic Impact 9,914,229 $50,268,196.00 40.2% $125,000,000 $44,258,968 Sales Leads 5 28 70.0% 40 9 Marketing/Media May YTD 2023 % of Goal 2023 Goal YTD 2022 Total Web Visitors 37,502 187,821 31.3% 600,000 203,269 Pageviews 83,019 377,607 13.7% 2,750,000 459,957 E-newsletter Database - New Subscribers 0 0 0.0% 2,500 350 Social Media Impressions 1,588,566 5,719,888 44.0% 13,000,000 3,057,995 Direct Pitches 0 4 20.0% 20 2 Journalist Tours 1 3 7.5% 40 1 Press Release Distribution 5 16 0.4% 4,500 6 Tracked Stories 870 948 158.0% 600 288 Total Potential News Reach 1,200,000,000 1,228,970,000 N/A N/A N/A Publicity Value $9,356,220 $9,582,968.00 140.9% $6,800,000 $4,915,798.00 Services May YTD 2023 % of Goal 2023 Goal YTD 2022 Events Serviced 20 90 60.0% 150 93 Online Housing Reservations 7 1,379 69.0% 2000 1,697 Visitor Inquiries 510 3,236 18.0% 18,000 4,021 Destination Guide Mailings 114 24,556 75.6% 32,500 26,473 Brochure Distribution 19,359 160,910 46.0% 350,000 169,204 Mobile Visitor Center Events Days 2 2 6.7% 30 1 Partnerships May YTD 2023 % of Goal 2023 Goal YTD 2022 New Partners 2 10 25.0% 40 7 Renewing Partners 16 60 30.0% 200 59 Future Meetings & Events Sales Convention/Sports Services Visitor Services Digital Marketing Earned Media Motorcoach Sales