2019 ANNUAL REPORT
Letters from the
MAYORS
Explore Fairbanks continues to be the premier marketing tool for Interior Alaska! Some of the 2019 highlights include the coordination of the Elders and Youth Conference and the Alaska Federation of Natives Convention, along with receiving the Silver Award from the North American Travel Journalists for the creation of the Aurora/Midnight Sun Tracker. As you know, people travel from all over the world to see our amazing northern lights.
2019 Board of
DIRECTORS
Kathy Hedges, Chair
Arctic Circle Trading Post
Ashley Bradish, Chair Elect
Gold Dredge 8 and Riverboat Discovery
With the increase in traffic to the Explore Fairbanks website along with successfully hosting the 17th Annual Fairbanks Visitor Industry Walk for Charity, Explore Fairbanks continues to showcase many events, visitors services and celebrations that make us a year round destination. Thank you Explore Fairbanks!
Andy Anger, Past Chair
Bryce J. Ward, Mayor Fairbanks North Star Borough
Premier Alaska Tours
University of Alaska Fairbanks Community & Technical College
Buzzy Chiu, Treasurer Ralf Dobrovolny, Secretary
I continue to be amazed at how well Explore Fairbanks serves our community as ambassadors of Interior Alaska! Their efforts in assisting all tourists that come to Fairbanks is astounding. In addition to their extensive work promoting Fairbanks to tourists all over the world, the local economy is boosted by the numerous events that Explore Fairbanks works diligently to hold in Fairbanks each year. Their efforts in coordinating the Native Leadership and Community Committee and 12 sub-committees in preparation for the 2019 Elders and Youth Conference and 2019 Alaska Federation of Natives Convention ensured the events would be incredibly successful. Our community is so fortunate to have Explore Fairbanks’ Golden Heart Greeter program, which assisted with 19 events in 2019, and has year-after-year been a beautiful addition to our welcoming community. The professionals at Explore Fairbanks continue to represent Fairbanks in the best way possible, highlighting Fairbanks’ unique and beautiful attributes to visitors and residents. With additional challenges that the tourism industry is currently facing all over the world, I feel blessed that Explore Fairbanks has our back, and I have full confidence that, together, we will overcome any obstacles that may come! Thank you, Explore Fairbanks! Jim Matherly, Mayor City of Fairbanks Explore Fairbanks serves a dynamic role in our community by promoting our natural, historic and cultural wealth to the world. Their efforts are manifest by the number of conferences, media and tourists that come to Fairbanks, North Pole and Interior Alaska. Explore Fairbanks staff and volunteers showcase events, activities and experiences that bring recognition and visitors to our corner of the world. North Pole enjoys welcoming guests to our community and appreciates the boost to our local economy, as well as the energy and excitement the visitor industry offers. Michael Welch, Mayor City of North Pole
1st Alaska Tours
Deb Hickok, President and CEO Explore Fairbanks
Kristin Baysinger Carlson Center
Shalley Villamarin Grande Denali Lodge
Greg Allison Good, LLC
Jess Pena
Fairbanks Arts Association
Becky Kunkle
Wedgewood Resort, Fountainhead Hotels
Heather Dudick Alaska Railroad
Adriel Butler
Aurora Expeditions
Dustin Adams
Clarion Hotel & Suites
John Scherzer
Westmark Fairbanks Hotel & Conference Center
Danielle Hayes HAP Alaska-Yukon
Message from the Board
CHAIR
It has been my pleasure to serve as the 2019 Explore Fairbanks Board Chair. It is a humbling experience to be surrounded by persons with such passion for what they do. To my fellow board members who volunteer their time to come together to make decisions for the betterment of the whole, not just their own business. The professionals at Explore Fairbanks who continue that passion creating programs making Interior Alaska shine as a visitor destination – year round! And the passion of the partners of Explore Fairbanks and community who provide the backdrop, the heart, of what we have to offer our visitors. As each year progresses I am amazed by the new offerings coming on line bringing new options and ways to share our home with visitors. 2019 brought the third year bed tax revenues surpassed the 5 million dollar mark. Where winter months were growing as strong as the midnight sun summer months. All signs of the strength, validity, of Fairbanks and the Interior as a viable year round destination. It has been my honor to play a small part in the great successes brought to our community by Explore Fairbanks. The mission of Explore Fairbanks is to be an economic driver in the Fairbanks region by marketing to potential visitors and optimizing the visitor experience. This couldn’t be more apparent then the successes you will find within the pages of the 2019 Annual Report. Thank you! Kathy Hedges Arctic Circle Trading Post
Aaron Lojewski, Ex Officio
Fairbanks North Star Borough Assembly
Kathryn Ottersten, Ex Officio Fairbanks City Council
The mission of Explore Fairbanks is to be an economic driver in the Fairbanks region by marketing to potential visitors and optimizing the visitor experience.
FAIRBANKS: FIVE RECORD-BREAKING YEARS The Fairbanks region has had five record-breaking years as exemplified by hotel/motel tax receipts. Collections rose in 2019 to once again surpass all previous high marks for the tourism industry in the Fairbanks North Star Borough, including the cities of Fairbanks and North Pole. Total hotel/motel tax collections have increased year-over-year since 2015 with a 5% increase in 2015 over 2014, a 9% increase in 2016 when collections broke the $5 million mark for the first time, plus 3% in 2017, a nearly 6% increase in 2018 and a 2% increase for 2019 with final totals coming in at $5,755,037. $5,181,876 $4,565,715 $4,338,360 $4,291,966
$4,674,111 $4,603,200 $4,530,992
$5,643,193
$5,755,037
$5,327,009
$4,762,691
$3,965,660
2008
2009
2010
2011
2012
2013
2014
2015
2016
2017
2018
2019
INVEST ING IN INFRAST RUCT URE: DEVELOPING A BET T ER DOWNTOWN The final report of the Convention Center/Arts Center Feasibility Study was issued in May. A negotiated program was determined along with associated costs. The epilogue of this report identified definitive conclusions and next steps. Parallel to the work being done on the feasibility study, staff continued to participate in meetings of the Polaris Work Group whose objective is to tear down the Polaris Building.
COMMUNIT Y CONNECT IONS RAISING MONEY FOR LOCAL NON-PROFITS On May 10, 2019, 448 walkers participated in the 17th Walk for Charity to raise $13,440, distributing 100% of the donations among 57 registered charities. Since its inception in 2001, the Charity Walk has raised $380,960 for local 501(c)(3) non-profit organizations. REPRESENT President and CEO Deb Hickok was elected to United States Travel Association’s Board of Directors. Deb, along with Camille Ferguson of the Sitka Tribe of Alaska, are serving concurrent terms and are the first two Alaskans to serve on the U.S. Travel Board. The two-year term began in February 2019. RECOGNIZING INDUSTRY PARTNERS In April, the Explore Fairbanks Annual Banquet was held at Aurora Pointe Activity Center to honor partners for their contributions to the visitor industy. The Golden Heart Award was presented to Connie Parks-Karl of Chena Hot Springs Resort. The Aurora Award was presented to Salmon Berry Tours. The Jim and Mary Binkley Award was presented to Borealis Basecamp. The Raven Award was presented to Dr. Larry Hinzman, Vice Chancellor of Research at the University of Alaska Fairbanks. Colleen and Leo Zeek were recognized as the Golden Heart Greeters of the Year. CELEBRATING FAIRBANKS PAST, PRESENT AND FUTURE Explore Fairbanks staff was joined by 23 representatives from eight partner businesses to ride and walk beside the Tourism Works for Fairbanks float in the Golden Days Parade. The float featured scenes of dog mushing beneath the green glow of the aurora borealis and striking it rich gold panning under the warmth of the midnight sun. FAIRBANKS WELCOMED THE ALASKA NATIVE COMMUNITY The 2019 Elders & Youth Conference and Alaska Federation of Natives Convention were held in Fairbanks October 13-19. Explore Fairbanks coordinated the Native Leadership and Community Committee which oversaw the activities of twelve subcommittees that started meeting in February to plan the community-wide welcome of both events.
MARKET ING and OUT REACH MEDIA RELATIONS Hosted 31 media tours with 50 participants. Issued 22 press releases to 34,029 media contacts. Answered 400 media inquiries requesting photos, regional information, fact checking, potential filming questions and more. MEETINGS AND CONVENTIONS Generated bookings of 30 groups with 8,823 attendees for an estimated $4.2 million direct attendee spending. TOURISM Hosted 36 international and domestic familiarization tours (FAMs) attended by 190 travel trade representatives. Explore Fairbanks partners provided $262,674 of in-kind support toward the FAMs. Participated in 10 international and 7 domestic trade shows and sales missions, resulting in appointments, contacts and exposure with more than 900 tour operators and travel agents. VISITOR SERVICES Greeted guests at the Morris Thompson Cultural and Visitors Center during another record-breaking year with nearly 164,000 guests. Provided AlaskaHost customer service training to 83 local high school students, front desk staff from local hotels, attractions and UAF Conference Services. GOLDEN HEART GREETERS 28 year-round and 324 one-time/seasonal volunteer Greeters assisted with 19 conventions, community events, and personal greets, donating 5,234 hours of service.
WWW.EXPLOREFAIRBANKS.COM 1,307,397 total page views — up 17% 424,691 new visitors — up 25% 98,674 returning visitors — up 24%
SOCIAL MEDIA FOLLOWERS & LIKES Facebook: 263,269 — up 15% Twitter: 6,746 — up 5% Instagram: 18,303 — up 55%
AWARD WINNING Explore Fairbanks received North American Travel Journalist Association’s Silver Award in January for the Aurora/Midnight Sun Tracker. The award was in the category “Big Idea” in the 27th annual NATJA competition.
Explore Fairbanks
2019 T EAM
Deb Hickok
President and CEO
Dawn Murphy
Director of Finance and Administration
Judy Dellinger
Executive and Finance Coordinator
Alanna McBrayer/Chelsea Manasco Administrative Coordinator
Sean Ottoson
Special Project Manager
Amy Geiger
Director of Communications
Kasey Gillam
Assistant Director of Communications
Jerry Evans
Public Relations Manager
Bill Wright
Internet Marketing Manager
Helen Renfrew
FINANCIAL POSIT ION
Iwalani Lauver
Current Assets
Director of Meetings and Conventions Sales and Services Associate
Charity Gadapee
Director of Visitor Services and Partnership Development
Jesse Pfeffer/Alanna McBrayer Manager of Visitor Services and Partnership Development
Bob Eley, Joe Ortis, Michelle Goodwin, Julia Parzick, Sarah Seifert, Piper Suscha Visitor Information Specialists
Susan McMahon Leo & Colleen Zeek
Visitor Information Volunteers
Scott McCrea
28 Year-round and 324 One-time/Seasonal Golden Heart Greeter Volunteers Elke Brosin
Director of Tourism
European Contractor
Ed Malen
East West Marketing
Angie Cerny
Branding and Production Coordinator
Tourism Senior Sales Manager
Statement of
China Contractor
Tyler Chiles
Tourism Sales Associate
December 31, 2019 and 2018
Cash Receivables Accounts and grants receivable, less allowance for doubtful accounts of $-0- and $-0Inventory Prepaid expenses Total current assets
Property, Equipment, Software Less accumulated depreciation Total assets
Current Liabilities
Accounts payable Payroll liabilities Deferred income-grants Deferred income-sponsorships Unearned revenues Total current liabilities
2019
2018
197,368 78,893 232,714 2,687,516
275,246 77,124 236,483 2,285,579
411,848 346,762 65,086 2,752,602
380,651 314,422 66,229 2,351,809
106,776 117,974 74,741 10,194 159,428 469,114
56,459 92,989 3,738 138,310 291,496
$ 2,178,541 $ 1,696,727
Net Assets – Unrestricted
Without donor restrictions Investment in property and equipment Board designated for subsequent years Board designated working capital reserve Undesignated With donor restrictions Total net assets
Statement of
65,086 66,229 977,627 607,000 744,849 629,000 489,034 751,190 6,893 6,893 2,283,489 2,060,312 $2,752,602 $2,351,809
ACT IVIT IES December 31, 2019 and 2018
Revenues, Gains and Other Support
2019 2018 Hotel/motel contribution from City of Fairbanks $ 2,258,856 $ 2,219,949 1,350,349 1,329,930 Grants from Fairbanks North Star Borough 7,897 12,086 Hotel/motel contribution from City of North Pole Fairbanks International Airport contract 8,544 11,262 Denver International Airport contract 10,000 Miscellaneous income 3,455 30,477 Net asset reclassification (6,893) Program income, including in-kinds: Communications 155,107 153,055 Visitor Services 1,090 1,379 Tourism 305,984 133,165 Meetings and Conventions 39,972 15,584 Partnership Development 172,664 186,100 Total revenues, gains and other support 4,313,919 4,086,095
Expenses
During a staff retreat in July, the Explore Fairbanks team volunteered at the Fairbanks Community Food Bank, helping to pack 7,334 pounds of food that served over two hundred elders and seniors in Fairbanks and Arctic Alaska.
Program expenses, including in-kinds: Communications Visitor Services Tourism Meetings and Conventions Partnership Development General Administration Total expenses Increase (decrease) in unrestricted net assets without donor restrictions
1,373,890 456,535 960,955 520,435 230,630 548,296 4,090,742
1,378,387 434,516 680,953 460,519 227,962 623,908 3,806,243
223,177
279,851
Changes In Net Assets With Donor Restrictions Net asset reclassification Increase (decrease) in net assest with donor restrictions 101 Dunkel Street, Suite 111 | Fairbanks, AK 99701-4806 (907) 457-3282 Marketing OfďŹ ces | (907) 456-5774 Visitor Information www.explorefairbanks.com
Change in net assets
Net Assets, January 1 Net Assets, December 31
-
6,893
-
6,893
223,177
286,744
$2,060,312 $2,283,489
$1,773,568 $2,060,312