2014 Dubuque CVB Annual Report

Page 1

annual report 2013 / 2014


Julie Kronlage Director of Sales

Christine Schmidt Hospitality Manager

Keith Rahe

President & CEO

Tyler Daugherty

Sports & Events Manager

Sara Hanten

Director of Operations

Welcome Center Staff (Not Pictured): Elizabeth Dickhut, Kay Hess, Joan Gibson & Kristin Peiffer

2

Taylor Cummings Director of Marketing


leadership

from the president...

Board Appointments

Tourism is potential. Potential to enhance quality of life, expand upon the economic prosperity of our area and to promote Dubuque as a destination for travel. This year, our potential was great. Starting a new organization opened the door to opportunities that helped us grow the bureau as well as foster the travel industry's potential.

America’s River Corporation

Keith Rahe

Eastern Iowa Tourism Association

Keith Rahe

Five Flags Civic Center

Tyler Daugherty

Meeting Professionals International Heartland Chapter

Julie Kronlage

Tri-State Tourism

Keith Rahe

Partnerships American Bus Association America’s River Corporation Circle Wisconsin

In July of 2013, we implemented the Marketing Co-Op Program, allowing our partners to work with the CVB to promote their business to travelers looking to visit Dubuque. With 550+ participants, this has been a tremendous tool for not only our partners, but our visitors who are seeking unique experiences in the area. This past June we hosted over 1,200 delegates with the National Holstein Convention. These attendees came from across the country and 5 foreign countries and gave Dubuque high marks while in the community. Their 5-day stay generated nearly $1.75 million in economic impact.

Dubuque Lodging Association Eastern Iowa Tourism Association Five Flags Civic Center Heritage Club International Peer Group Inclusive Dubuque Mission Partner Iowa Destination Marketing Alliance Iowa Group Travel Association Meeting Professionals International Heartland Chapter Meeting Professionals International Wisconsin Chapter National Tour Association Small Market Meetings Team Iowa Travel Iowa Travel Mississippi River Tri-State Tourism

19 events were held through sponsorships with the Dubuque Regional Sports Commission in fiscal year 2014, generating $6.2 million in impact for the area. Several other events contributed to this fast growing segment of travel including America's River Festival, which performed 129% over anticipated net income. In just one year we've created an independent organization, acquired and relocated to new office space, made great strides in all divisions of the bureau and achieved tremendous things. We are excited to share with you the successes we've experienced and will continue to build on this momentum as we strive to make Dubuque the number one travel destination in the Midwest.

keith rahe PRESIDENT & CEO

dubuque area convention & visitors bureau annual report 3


advisory committee

4

John Sutter

Chair, National Mississippi River Museum & Aquarium

Don Howes

Five Flags Center

Ann Cannon

Dyersville Area Chamber of Commerce

Daryl Klein

Dubuque County Board of Supervisors

Joyce Connors

Dubuque City Council Member

Dave Decker

Tri-State Tourism

Lynn Sutton

Dubuque City Council Member

Cindy Steinhauser

City of Dubuque

Sarah Kluesner

Crust Italian Kitchen & Mainstreet Steak & Chophouse

Randy Gehl

City of Dubuque

Lisa Lynch

MainStay Suites

Jim Rodrigues

Quiet Walker Lodge

Brian Preston

Dubuque County Conservation Board

Christie Rang

Dubuque Main Street

Mark Wahlert

Dubuque Symphony Orchestra

Stacy Farrey

Best Western Plus Dubuque Hotel & Conference Center

Marty Maiers

Diamond Jo Casino

Nancy Webster

Dubuque River Rides

Rick Kruser

Potosi Brewing Company & National Brewery Museum™

Mitzi Yordy

Grand River Center

Matt Strelo

Dubuque Community School Board

Sue Moran

Grand Harbor Resort & Grand River Center

Maurice Jones

City of Dubuque

Geri Shafer

Arts Management Consultant

Valorie Woerdehoff

Loras College

board of directors

John Sutter VICE CHAIR National Mississippi River Museum & Aquarium

Mike Donohue TREASURER US Bank

Mayor Roy D. Buol Mike Van Milligen City of Dubuque City of Dubuque

Ric Jones City of Dubuque

Wayne Demmer Dubuque County Supervisors

John Tallent Medical Associates Clinic & Health Plans

Tony Pfohl Fischer Companies


a word from the chair... Throughout this report you'll find that tourism is more than just the visitors who travel to our community to take in the sights, sounds and flavors of Dubuque. It's awareness. It's prosperity. It's impact. It's vital. In this past fiscal year, the CVB has launched new opportunities while building on the successes of past ones. The newest venture began in July of 2013 when the CVB began its own, independent organization whose sole focus is travel in our region. During these 12 months, much has been accomplished as a stand alone company. Most notably - the financial performance & stability of the organization.

While new paths were carved, existing were strengthened. The CVB was present for important community discussions like inclusivity integration strategies and enhancing cultural vibrancy; addressing concerns like increased funding for travel in the state of Iowa and the elimination of greyhound racing; as well as presenting the importance of tourism in the Dubuque area to our legislators in Washington DC. It is with collaboration and comradery between the CVB and our community partners that we, together, can continue to make Dubuque the destination for travel in the Midwest.

our mission The Dubuque Area Convention & Visitors Bureau (CVB) will lead tourism destination promotion and development to enhance and expand the Dubuque area experience.

Fiscal year 2014 wrapped up 1,795% ahead of our anticipated net income. As a company in its freshman year, we see this as a tremendous success. This positive bottom line was accomplished while also acquiring new office space, expanding staff and introducing new opportunities for our partners.

joyce white 2013-2014 CHAIR OF THE BOARD

dubuque area convention & visitors bureau annual report 5 5


6

Diamond Jo Casino [ Wendy Runde ]


what is tourism? Fill in the blank. If you are a visitor coming to the Dubuque area, you might say vacations, getting away, taking a trip, or traveling somewhere new. If you are a business whose success ebbs and flows with the travel season and visitor traffic, you might fill in the blank with vital to my business or crucial to my employees. As the destination marketing organization for the the Dubuque region, we believe that tourism is all of these things...and more.

growth The Dubuque travel industry has experienced a reinvention, one that was born from efforts like the America's River Project and the revitalization of the riverfront in the Port; the rejuvination of our historic downtown district including new life being given to the historic millwork district, or the ever expanding opportunities on Schmitt Island, the West End and throughout the community. Tourism infrastructure was reinforced with projects like these and continues to be strengthened by the bonds of partnership and comradery of the organizations who advocate for the travel industry. Because of foundations like these, tourism became an economic driver in the community, generating over $2.66 billion dollars in impact in the past decade. In 2012, 1.9 million visitors traveled to Dubuque generating $320.56 million to the community. Since 2005, the annual growth rate for hotel/motel tax records for the city of Dubuque was 6.91%. Recognizing the importance of the travel industry and providing support and continuing to foster it's success, the Dubuque Area Convention & Visitors Bureau (CVB) became a stand alone organization in July of 2013. Operating as a 501-c6, the organization has made great strides during it's first year of autonomy. In spring of 2014, the CVB aqcuired it's own office space along Dubuque's historic Main Street, a hub for travelers year-round. Situated at 300 Main Street, Suite 120, the CVB offices are now open and ready to welcome partners and visitors alike.

2013-2014 accolades Julien Dubuque International Film

community branding Tourism is also the intentional branding of a community. The CVB works hard to strategically place Dubuque in key markets, segments and opportunities that will continue to grow awareness about our region as a travel destination. Whether that be placing an ad, securing a national conference or hosting a regional sporting event., these are all opportunities to tell Dubuque's unique story.

To see the successes in community branding, go to page 8.

economic impact 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.

To see the successes in economic impact, go to page 12.

quality of life When tourism can provide a unique experience for visitors, one that brings economic prosperity to our community, we create a positive experience for those who call Dubuque home. By supporting businesses, events and organizations who make this area culturally vibrant, the quality of life and the opportunities available to residents increases.

To see the successes in quality of life, go to page 18.

STATE TOURISM OFFICE

People’s Choice Award

STATE TOURISM OFFICE

Outstanding Marketing Material

NAMED 2014

Best of the Midwest

(left) Diamond Jo Casino [ Wendy Runde ] (left) Diamond Jo Casino [ Wendy Runde ] Festival [ Michael Coty ] International Film Festival [ Michael Coty7 ] (right) Julien Dubuque (right) Julien Dubuque International Film Festival [ Michael Coty ]


community branding highlights 88

Implemented the 2014 Marketing Co-Op Partnership with 550+ travel industry partners.

Secured grant funding for branding efforts of fiscal year 2015 television campaign.

Hosted International Pow Wow Familiarizaton tour of Dubuque to domestic & international media writers. twenty fourteen


the visitor An online survey is made available for every visitor whose IP address is 50 miles outside of Dubuque. This data allows the CVB to determine key markets and demographics to inform the marketing strategy decisions to be made. The following are the results from completed surveys.

what is your age? 50 - 59

29.8%

60 + above

27.9%

40 - 49 30 - 39

what is your length of stay?

22.2%

2

3

1

days

days

days

38.9%

30.4%

13.7%

Top 5 ‘How did you hear about Dubuque?’ Word of Mouth, Online Search, Social Media, Print Article and Web Advertisements

12.9%

20 - 29 7.19% 7.19%

what is your gender?

what are your interests? 1 2 3 4 5

66.3% female

Mississippi River Historical Attractions Museums Festivals & Events Wineries, Breweries & Distilleries

6 Scenic Byways 7 Outdoor Activities 8 Shopping 9 Gaming 10 Antiquing

33.7% male

43.9% travelers who took the survey described themselves as married with children 18 years of age or older. 21.1 % described themselves as married with children 0 - 18 years of age, while 12.5% described themselves as single. dubuque area convention & visitors bureau annual report 9


top 5 states for visitor guide requests

16.4% 15.7% 13.6% in iowa

in illinois

in wisconsin

6.0%

4.0%

in minnesota

in missouri

Requests also came from Canada, England, Poland, Finland & 6 other countries.

94,394 visitor guides were distributed in fiscal year 2014. welcome center visitation

14,205

8,063

individuals

travel parties ď ş Map of website hits from July 1, 2013 to June 30, 2014 by locations.

Omaha

Milwaukee

Minneapolis Davenport Iowa City Des Moines

top 10 cities from online

Cedar Rapids

Madison Chicago

10

ď ¸ Online traffic and website hits are metrics used to measure marketing efforts for leisure, meetings, groups, sports & events marketing. The top 10 communities match those cities that have been identified as key markets for the CVB.

Dubuque

What is tourism? Dubuque Fighting Saints [ Dan Lehv & Bernie ]


meetings national state park directors

In 2014, 70,000 delegates were assisted through complimentary services including registration assistance, conference planning, mailing assistance, transportation assistance, welcome bags and more.

iowa league of cities

national holstein association

September 2-6, 2013

September 25-27, 2013

June 24-28, 2014

With attendees from across the country, this was the first time the conference was hosted in Dubuque.

Attendance for this event was at an all time high for this state association.

First time this national conference was held in Dubuque. 5 foreign countries were represented.

250+ in attendance

1,100+ in attendance

1,200+ in attendance

Additional Highlights: Attended the Small Market Meetings Conference in Sioux Falls, SD which allowed the CVB to meet with over 30 meeting planners in 7 minute appointments. Rebranded & restructured the Hometown Hero Campaign to the Tri-State Champion Program for a targeted approach to contacting local business professionals to learn about businesses and organizations they are involved in.

group tours group tours segment: riverboats The CVB helped to assist the American Queen Steamboat and Shore Excursions of America with the step on guided ‘Hop On, Hop Off’ tours while the vessel was docked in the community during the summer months. Community information and assistance for guests was also provided to the Queen of the Mississippi, American Lady Yacht, Celebration Belle, Dubuque River Rides, and Riverboat Twilight.

sports + events dockdogs world championships

what women want, dubuque style

Over 4,000 group tour delegates were assisted by the CVB in 2014. Complimentary services were offered to these groups to make their stay a memorable and unique experience, including welcome materials, itinerary creation, lodging coordination and more.

unique events what women want, dubuque style 7 motor coaches were secured for the 3rd annual girlfriend’s getaway. Groups came from Iowa, Wisconsin, Illinois & Minnesota

one-on-one appointments

American Bus Association Heritage Clubs International Marketplace The CVB met with 50+ group tour planners at various tradeshows.

The Dubuque Regional Sports Commission funded 19 events in 2014. These events drew nearly 47,000 attendees from across the country and in some cases from across the world. These events allow Dubuque to promote itself while participants are in the area.

america’s river festival

field of dreams 25th anniversary

November 15-17, 2013

April 5, 2014

June 13-14, 2014

June 13-14, 2014

This event welcomed 368 competitors with representation from 32 states and 2 Canadian provinces.

Over 500 women attended the 3rd annual girlfriend’s getaway. With shopping, makeovers and live entertainment, this event continues to grow year to year.

The 10th annual America’s River Festival drew over 8,200 attendees for bands like Joan Jett & the Blackhearts, Brett Eldredge, Kevin Costner and more.

Over 8,500 people were in attendance for the festivities at the famed movie site. Activities included a softball tournament, Q&A with the cast and more.

dubuque area convention & visitors bureau annual report 11


economic impact highlights 12 12

Increased travel related expenditures by 5.9%.

Hosted the National Holstein Convention which had an impact of $1.75 million.

The Dubuque Regional Sports Commission generated $6.2 million in impact.

twenty fourteen


impact by the numbers

1.9 million visitors

$320.56 million

Data collected from the Travel Iowa Economic Impact Study, CVB Data & STR Reports

4,000

70,000

46,388

14,205

2,840

group tour delegates

convention delegates

sports related visitors

individuals in the welcome center

travel related employees

550

travel industry partners

impact by the dollar $3K

$11K

$175K

$623K

leisure travel impact For an out of state travel party of 4, with a stay of 2 nights, the community will experience an impact of nearly $3,000. $592.27 spending x 2 night x 2.5 rollover = $2,961.35 in impact

group impact For an average group tour with a stay of 1 night and 35 attendees, the community will experience an impact of nearly $11,000. 35 people x $125 spending x 1 night x 2.5 rollover = $10,9375.50 in impact

convention impact For an average convention with 200 attendees and a 2 night stay, the community will experience an impact of nearly $175,000. 200 people x $175 spending x 2 nights x 2.5 rollover = $175,000.00 in impact

sports & event impact For an average event with 2,000 attendees and a 1 night stay, the community will experience an impact of nearly $623,000. 2,000 people x $83 spending x 1.5 days x 2.5 rollover= $622,500 in impact

What is tourism? National Mississippi River Museum & Aquarium [ John Sutter ]

13


STR

Dubuque

72.5% 72.1%

59.7%

65.6% 53.5%

63.2% 51.2%

56.3%

47.2%

54.5% 44.4%

44.5%

40 30 20

0%

This report gathers information from the Top Ten County Hotel Markets in Iowa - Polk, Linn, Scott, Pottawattamie, Black Hawk, Story, Johnson, Dubuque, Woodbury & Dallas.

50

43.2%

The Smith Travel Report (STR)  Monthly Comparison for 2013-2014

40.6%

60

51.7%

69.6% 80%

53.9%

80%

63.8%

66.4%

70

63.0%

70.4%

71.1%

69.7%

80

68.2%

city wide occupancy

10 0

10 - 11

July

71.30%

65.40%

66.10%

Aug

Sept

Oct

Nov.

Dec

Jan

Feb

Mar

Apr

May

57.6%

58.5%

58.7%

58.3%

in 2010 - 2011

in 2011 - 2012

in 2012 - 2013

in 2013 - 2014

 Monthly breakdown of city wide occupancy for 2010 - 2014.

71.10%

June

69.00%

11 - 12

61.00%

71.40%

70.90% 71.70%

53.00%

45.80% 70.60% 42.20%

60.50% 53.00%

12 - 13

49.70% 71.10%

66.90%

75.90%

46.30% 40.40%

72.70%

57.00%

43.90%

70.20%

50.50%

48.40% 69.10%

39.50% 59.10% 53.70%

54.00% 45.70%

51.50%

46.80%

41.80% 70.40%

66.40%

69.60%

13 - 14

69.70%

72.10% 51.70%

Jul

Aug

Sep

Oct

Nov

40.60%

44.40%

Dec

Jan

47.20%

Feb

51.20%

53.50%

Mar

Apr

59.70%

May

Jun


7 3 3 6 .50 9.40 7 .80 9 2 .20 .40 .80 .80 .30 0 6 1 8 . 6 4 1 8.4 3.8 7 2 3.1 9 . . . 8 0 1 5 5 7 2 0 0 3 8 9 9 0 1 5 4 8 3 ,9 ,8 2 ,3 ,7 ,3 ,8 ,4 ,9 ,6 ,2 ,4 02 37 23 43 19 59 34 59 90 16 5,7 5,1 3,9 7,5 79 1 3 3 5 6 6 6 7 8 9 9 9 9 5 7 , , , , , , , , , , , $9 $9 $9 $9 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1

hotel motel tax tecords 6.91%

Q4

average annual growth in Hotel/Motel Tax

Q3

Records since 2005

Q2 Q1 Year

'01

a closer look...

'02

'03

'04 Year

'05

'06

'07

'08

'09

'10

'11

'12

'13

'14

'15

Expenditures

Payroll

Employment

State Tax

Local Tax

(Millions)

(Millions)

(Thousands)

(Millions)

(Millions)

2002

166.84

35.25

2.53

9.23

2.42

2003

186.03

37.77

2.60

10.22

2.68

2004

200.13

28.69

2.60

10.56

2.81

2005

214.72

39.69

2.60

10.86

2.93

2006

236.82

41.78

2.69

11.47

3.14

2007

253.20

43.66

2.73

12.03

3.33

2008

253.66

44.22

2.67

11.61

3.35

2009

254.03

45.38

2.76

12.69

3.62

2010

275.28

45.37

2.71

13.03

3.78

2011

302.43

47.79

2.80

13.57

4.02

2012

320.56

49.91

2.84

14.32

4.19

Data collected from the Travel Iowa Economic Impact Study, CVB Data & STR Reports

What is tourism? Best Western Dubuque Hotel & Conference Center [ Stacy Farrey ]

15


16


sports + events The Dubuque Regional Sports Commission is one of ten sports authority districts within the state of Iowa striving to promote, market and develop a strong sporting event base within the region. Each year, Dubuque hosts a number a sporting events from national and regional fishing tournaments, to hockey, volleyball, baseball, basketball, soccer and much more.

FY 2014 Estimated Participation Totals...

19

events

American Trust/Wendy’s Classic Bellevue Youth League

$6.2 million

attendees from

285

24

5

cities

states

countries

Bud Light Border Battle

13,443

DockDogs Worlds Competition Dubuque Area Swimming Hurricanes

28,125

Dubuque Duathlon Gaelic Gallop Grandview Gallop & America’s Run

FY 2014 Estimated Economic Impact

The Dubuque CVB helps to facilitate the America's River Festival in the Port of Dubuque each June. 2014's event featured entertainment from Joan Jett & the Blackhearts, Brett Eldredge, Kevin Costner and more.

America’s River Soccer Classic

Dubuque Blowout

FY 2014 Estimated Spectator Totals...

america's river festival

International Dragon Boat Festival Iowa Special Olympic Winter Games

8,200

total festival attendance

$456,261

in estimated economic impact

Iowa Women's State Bowling Mantastic Guyathlon Mississippi River High School Rodeo Mississippi Valley Open Tennis Run For Troops Tri-State Throwdown Winter Iowa Games

129.1%

increase in budgeted net income

35.3%

increase in budgeted ticket sales

dubuque area convention & visitors bureau annual report 17


quality of life highlights 18 18

Development of an inclusive television campaign.

The CVB became a mission partner of Inclusive Dubuque.

Partnered with various local events to expand promotional opportunities.

twenty fourteen


inclusivity

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.

inclusive dubuque

csi: dubuque

marketing efforts

The Dubuque CVB is now a mission partner of Inclusive Dubuque, a local initiative focused on strengthening a vibrant and welcoming community to ensure the region's success today and into the future.

CSI: Dubuque (Customer Service Intel) is being revived as the training tool for front line employees. Through the help of Inclusive Dubuque & Proudly Accessible Dubuque, this training will now include insight on how to ensure visitors feel welcomed and included in the community.

The first impression of Dubuque is often presented to visitors through marketing materials. It is imperative that these visuals represent an inclusive environment. The tools offered to a visitor are also continually being modified so that they are easily asccessible for all.

travel federation of iowa

cultural vibrancy

Travel Federation of Iowa (TFI) is a grassroots organization that lobbies the State of Iowa to support efforts made by the tourism industry.

The CVB has continued to help support local arts scene to bring awareness to cultural events and brand Dubuque as a destination for the arts.

Keith Rahe & Julie Kronlage serve as District Leaders to lobby to our legislators on the importance of supporting tourism. After all, tourism supports the quality of life available here in Dubuque County. From our city parks to our workforce to our education system.

voices of the warehouse district

2013 - 2014 Legislative Priorities: Fund Iowa’s three tourism regions (Western Iowa Tourism Region, Central Iowa Tourism Region & Eastern Iowa Tourism Region.) Increase visitation to our state by increasing state wide advertising of our many attractions and venues.

The CVB provides marketing and promotional assistance through the use of the annual media buy. This event reaches visitors outside the area, fulfilling marketing strategies identified in key markets.

bald eagle watch Assisting with the creation of promotional materials, the CVB works with a volunteer committee to help bring awareness to this event and unique opportunity along the Mississippi River.

julien dubuque international film festival This fast growing event offers visitors a unique way to explore downtown Dubuque. Each year, the CVB assists in marketing this event to our core audience to help raise awareness of arts in the area.

What is tourism? Dubuque Racing Association & Mystique Casino [ Jesús Avilés ]


Dubuque Area Convention & Visitors Bureau 300 Main Street, Suite 120 Dubuque, Iowa | 52001

www.traveldubuque.com 563.845.7698


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