FY 2015 Annual Report by Travel Dubuque

ANNUAL REPORT FISCAL YEAR 2015

TAKE TOURISM TO NEW HEIGHTS. That has been our goal since becoming a stand alone organization in July of 2013. We want to emphasize the importance of travel to stakeholders, citizens, legislators, and beyond while shining a spotlight on the positive impact tourism has on our community. From July 1, 2014 - June 30, 2015, our team has been working hard to elevate the travel industry for the Dubuque area. We welcomed a nationally broadcast show, and thousands of TV viewers, to Dubuque for the 19th season of The Bachelor. We developed and launched a wide reaching television campaign that also spanned across digital mediums. Our website, social media, and overall digital traffic is at an all-time high. We assisted 67,000 convention delegates including the national conference, Community Development Society, their first time in Dubuque. We initiated a focus group to develop short and long term goals for our meetings market. Our staff assisted 4,000 group tour delegates, and over 4,000 passengers on the numerous riverboats that came into the Port of Dubuque this summer. 82,000 sports & event related visitors came to Dubuque for various events, including 12,000+ attendees to the 11th annual Americaâ&#x20AC;&#x2122;s River Festival. Our team also supported events throughout the area with logistical planning, marketing, and service needs. All of this data translated into $329.01 million in travel related expenditures, over 12,827 individuals in the Iowa Welcome Center and 2,830 travel related employees in our area. We are excited with our progress and are thrilled to see what the future holds for tourism in Dubuque.

KEITH RAHE PRESIDENT & CEO Dubuque Area Convention & Visitors Bureau 2

TRAVELDUBUQUE.COM

CONTENTS FROM THE PRESIDENT �� 2 TEAM �� 4-5 FROM THE CHAIR �� 6-7 BOARD OF DIRECTORS �� 6-7 ADVISORY COMMITTEE �� 7 COMMUNITY BRANDING �� 8-13 ECONOMIC IMPACT �� 14-19 QUALITY OF LIFE �� 20-23

OUR MISSION TO LEAD TOURISM DESTINATION PROMOTION AND DEVELOPMENT TO ENHANCE AND EXPAND THE DUBUQUE AREA EXPERIENCE.

300 Main Street, Suite 120 | Dubuque, Iowa Offices: 563.845.7698 Welcome Center: 800.798.8844

traveldubuque.com

FISCAL YEAR 2015 ANNUAL REPORT

BACK ROW: PICTURED LEFT TO RIGHT

Kay Hess, Sara Hanten, Tyler Daugherty, Barry Farber, and Becky Carkeek FRONT ROW: PICTURED LEFT TO RIGHT

Julie Kronlage, Keith Rahe, and Taylor Cummings

TRAVELDUBUQUE.COM

LEADERSHIP

BOARD APPOINTMENTS 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

TEAM

KEITH RAHE

President & CEO

JULIE KRONLAGE

Director of Sales

SARA HANTEN

Director of Operations

TAYLOR CUMMINGS Director of Marketing

TYLER DAUGHERTY

Director of Sports & Events

BARRY FARBER

Brochure Distribution Facilitator

BECKY CARKEEK

Welcome Center Manager

KAY HESS

Assistant Welcome Center Manager

Parks to People Keith Rahe Tri-State Tourism Keith Rahe Travel Federation of Iowa Keith Rahe

PARTNERSHIPS

American Bus Association America’s River Corporation Circle Wisconsin Dubuque Lodging Association Eastern Iowa Tourism Association Five Flags Civic Center Heritage Club International 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 FISCAL YEAR 2015 ANNUAL REPORT

BOARD OF DIRECTORS PICTURED BELOW, LEFT TO RIGHT

JOHN SUTTER

2014/2015 CHAIR | National Mississippi River Museum & Aquarium

RIC JONES

VICE CHAIR | Dubuque City Council

MIKE DONOHUE

TREASURER | US Bank

MAYOR ROY D. BUOL City of Dubuque

MIKE VAN MILLIGEN City of Dubuque

JOYCE WHITE Five Flags Center

WAYNE DEMMER

Dubuque County Supervisors

TONY PFOHL

Fischer Companies

WENDY RUNDE

Diamond Jo Casino

FROM THE CHAIR

Tourism is impact. According to the 2014 Travel Iowa Economic Impact Report released in August of 2015, Dubuque County realized an impact of $329.01 million in travel related expenditures. Out of the 99 counties in Iowa, Dubuque County ranked sixth for travel related expenditures, employment, payroll, and local tax receipts and fifth for state tax receipts. This growth and success is not the doing of one entity but the efforts of many businesses, individuals, and organizations - including the Dubuque Area Convention & Visitors Bureau (CVB). To date the CVB is engaged with 557 travel related businesses throughout Iowa, Illinois and Wisconsin. These businesses each have an individual story but collectively, they tell the story of Iowa’s first formed community, the heritage of our Mississippi River roots, and our reinvention as a community with the expansion of areas like the Port of Dubuque, Chaplain-Schmitt Island, and the Historic Millwork District - just to name a few. This story is unique to Dubuque and the Midwest - making it a draw to the estimated 1.9 million visitors who travel to our area on an annual basis. Impact doesn’t just happen. Early in the transition of the CVB to a stand-alone organization, the Board of Directors and key stakeholders recognized the importance of having an organization whose sole focus is telling the story of Dubuque, bringing visitors to the area and continuing the upward climb of growth for the tourism industry.

TRAVELDUBUQUE.COM

In 2015 fiscal year, the Dubuque story was featured on a national and international scale. Some of the highlights included Dubuque’s presence on the season finale of ABC’s buzzed about show, The Bachelor; the USHL/NHL Top Prospect’s Game secured and hosted by the Dubuque Fighting Saints; the DockDogs World Championship; and the national Resort & Commercial Recreation Association annual meeting. Opportunities like this shine a spotlight on our community and become a catalyst for increased visits, online traffic, and overall interest for the Dubuque area as a viable tourism destination and a place to call home. What’s next? This next year holds many exciting ventures, including an expanding staff. With the growth the CVB has seen since 2013 - three new positions have been created including a Sales Manager, Brochure Distribution Facilitator, and Assistant Welcome Center Manager. These additions position the CVB to continue growth while adding new services for the travel industry. Many new projects are in the works, including the first annual Tourism Week to celebrate tourism in the Tri-State area, as well as continued support of the travel industry through relevant services, programs, and outside of the box thinking.

JOHN SUTTER

FISCAL YEAR 2015 CHAIR National Mississippi River Museum & Aquarium

ADVISORY COMMITTEE JOHN SUTTER DON HOWES JESSICA PAPE DARYL KLEIN JOYCE CONNORS DAVE DECKER LYNN SUTTON CINDY STEINHAUSER SARAH KLUESNER RANDY GEHL JIM RODRIGUES BRIAN PRESTON DAN LOBIANCO MARK WAHLERT STACY FARREY MARTY MAIERS NANCY WEBSTER RICK KRUSER MITZI YORDY SUE MORAN MAURICE JONES GERI SHAFER

Chair, National Mississippi River Museum & Aquarium Five Flags Center Dyersville Area Chamber of Commerce Dubuque County Board of Supervisors Dubuque City Council Member Tri-State Tourism Dubuque City Council Member City of Dubuque Crust Italian Kitchen + Bar City of Dubuque Quiet Walker Lodge Dubuque County Conservation Board Dubuque Main Street Dubuque Symphony Orchestra Best Western Plus Dubuque Hotel & Conference Center Diamond Jo Casino Dubuque River Rides Potosi Brewing Company & National Brewery Museum™ Grand River Center Grand Harbor Resort & Grand River Center City of Dubuque Arts Management Consultant

FISCAL YEAR 2015 ANNUAL REPORT

COMMU BRANDI 8

TRAVELDUBUQUE.COM

UNITY ING

TOURISM IS THE RESULT OF COMMUNITY BRANDING. The CVB strives to place Dubuque in key markets, segments, and opportunities that will continue to grow awareness about our region as a travel destination. Whether that be strategically placing an ad, securing a national conference or hosting a regional sporting event, these are all opportunities to tell Dubuque’s unique story. VIEW FISCAL YEAR 2015 STRATEGIES & OUTCOMES 

FISCAL YEAR 2015 ANNUAL REPORT

[ COMMUNITY BRANDING ]

STRATEGY Each year our team researches the best methods and strategies to map out a robust plan to brand the community.

This process takes place annually and allows for smart planning and budgeting. For fiscal year 2015, digital media and television were two key components to this plan, allowing us to reach out to new territories

MARKETS

AUDIENCES

METHODS

Geographical areas evolve & are evaluated each year based on key factors including online traffic, distance and other demographical indicators.

Based on research, two main audiences have been defined when marketing to the leisure traveler. Meeting & group planners as well as sports & event attendees are also key.

Two main methods, outbound and inbound marketing, have emerged. Combined, these methods allow for optimal outreach.

TOP FIVE

MARSHA

JACQUE

OUTBOUND

EVENT ATTENDEES

HOSPITALITY SALES SPORTS & EVENTS

Des Moines, IA Madison, WI Chicago Suburbs, IL Cedar Rapids, IA Iowa City, IA

EMERGING

Omaha, NE Rochester, MN Milwaukee, WI Minneapolis, MN Indianapolis, IN

25 - 49 Years Old Female Middle Class Family Focused

PLANNERS

50+ Years Old Female Higher Income Children Not Present

efficiently and effectively. Content curation, email marketing, in-person meetings through industry tradeshows and more were also successful methods of outreach.

Television Print

INBOUND

Blogging Digital Advertising Social Media Email Marketing Website

OUTCOMES OUTBOUND

TELEVISION

Four commercials have been produced that have aired in communities in Illinois, Iowa, & Wisconsin. After conducting a focus group in 2012, the CVB identified the need for a television campaign in the â&#x20AC;&#x2DC;Top Fiveâ&#x20AC;&#x2122; markets (see above) to generate interest and be shown where the audience is consuming content. Four :30 second commercials have since been produced featuring Spring, Summer, Fall, and Romantic getaways. These have aired in the following communities and their surrounding areas - Des Moines, IA; Cedar Rapids, IA; Iowa City, IA; Dubuque, IA; Madison, WI; Chicago Suburbs, IL; & Rockford, IL. 10 TRAVELDUBUQUE.COM

Print advertising is still relevant. Print continues to be an important medium, primarily for sources of travel information like local travel and community guides, as well as sharing information regarding area events. In fiscal year 2015, the CVB placed ads in publications in Cedar Rapids, IA; Iowa City, IA; Dubuque, IA; Dyersville, IA; Cascade, IA; Madison, WI; Chicago Suburbs, IL; and Rockford, IL.

OUTCOMES INBOUND

DIGITAL ADVERTISING

BLOGGING

3,372% increase in impressions from paid digital advertising since July 1, 2013.

68 posts curated from July 1, 2014 - June 30, 2015.

Advertising for the digital environment includes search retargeting and social media advertising. (Data collected from Google Analytics & Campaign Tracking)

Blog posts are hosted online at traveldubuque.com and shared via social media networks to increase social engagement and drive traffic to the website. (Data collected from Google Analytics)

BLOG POSTS MADE UP 10.38% OF ALL PAGEVIEWS ONLINE

INSIGHTS

July 1, 2013 - June 30, 2014.................................. 43,050 impressions July 1, 2014 - June 30, 2015............................. 1,494,989 impressions

SOCIAL MEDIA

173.5% increase in likes on Facebook since July 1, 2013.

BLOG POSTS PUBLISHED JULY 1, 2014 - JUNE 30, 2015

Facebook continues to be the primary outlet to reach our key audience on social media. Blog posts, photos, upcoming events and trend-based posts (for example: #TBT/Throwback Thursday) drive most of the content on social networks. Posts are also ‘boosted’ to provide a reach in targeted markets and audiences.

165% INCREASE.............................. in organic impressions (non-paid) 81% OF USERS........................................................................are female 66% OF USERS....................................................are 25 - 54 years of age TOP 5 MARKETS.... Dubuque, IA + Surrounding Area; Cedar Rapids, IA; Chicago, IL; Des Moines, IA; and Madison, WI (Data from Facebook Insights)

10K

5 THINGS YOU SHOULD KNOW ABOUT SPRING BREAK

4 TIPS FOR PLANNING A VACATION ON A BUDGET

TITANIC IS COMING TO DUBUQUE

30K

40K

50K

(Data collected from Google Analytics)

FACEBOOK LIKES (GRAPH) Data is collected from Facebook Insights July 1, 2013 to June 30 - 2015.

2295

1321

839

JUL

TOP 10 THINGS TO DO FOR ACTIVE TRAVELERS

20K

JULY 1, 2013 TO JUNE 30, 2014 0

43,265 BLOG POST PAGEVIEWS JULY 1, 2014 - JUNE 30, 2015

FACEBOOK INSIGHTS

TOP 5 POSTS TOP 10 THINGS TO DO WITH KIDS

AUG

SEP

OCT

NOV

DEC

JAN

FEB

MAR

JULY 1, 2014 TO JUNE 30, 2015 APR MAY

JUN

JUL

AUG

SEP

OCT

NOV

DEC

JAN

FEB

MAR

APR

MAY

FISCAL YEAR 2015 ANNUAL REPORT

JUN 11

OUTCOMES HOSPITALITY

TRAVEL GUIDE REQUESTS

WELCOME CENTER

87,228 visitor guides were distributed in FY 2015.

26.2% IN IOWA

18.6%

IN WISCONSIN

17.6%

IN ILLINOIS

8.0%

New location opened in October 2014.

2.4%

IN MINNESOTA IN MISSOURI

(Data collected from Internal Tracking)

TRAVEL PARTIES

9.84% INCREASE IN

SESSIONS

MILWAUKEE

A session is the period time a user is actively engaged with your website, app, etc. All usage data is associated with a session.

MINNEAPOLIS BETTENDORF

120,000

IOWA CITY

100,000

TOP 10 CITIES

OMAHA

INDIVIDUALS

7,115

(Data collected from Internal Tracking)

WEBSITE DES MOINES

12,827

TRAVELDUBUQUE.COM (ILLUSTRATION) Map of website hits from July 1, 2014 to June 30, 2015 by geography. Data collected from Google Analytics.

100,091

109,943

USERS

Users that have had at least one session. Includes both new and returning users.

77,810

80,000

FROM ONLINE TRAFFIC

12.28% INCREASE IN

87,368

60,000 CEDAR RAPIDS

DUBUQUE

40,000 20,000

MADISON

CHICAGO

TRAVELDUBUQUE.COM (PIE CHART) Website hits from July 1, 2014 to June 30, 2015 by community. Data collected from Google Analytics. 12 TRAVELDUBUQUE.COM

2014

2015

2014

2015

TRAVELDUBUQUE.COM (BAR GRAPH) Data collected from Google Analytics from July 1, 2014 to June 30 - 2015.

SALES MEETINGS

The sales team attended tradeshows, conferences & meetings to connect Dubuque to meeting planners. SERVICING

In fiscal year 2015, 67,000 delegates were assisted through complimentary services including registration assistance, conference planning, mailing assistance, transportation assistance, welcome bags and more.

SUPPORT OF ASSOCIATIONS

Continued support of impactful associations such as Iowa Society of Association Executives and Meeting Professionals International Heartland Chapter to cultivate relationships with meeting planners.

SMALL MARKET MEETINGS

Attended the Small Market Meetings Conference in Arizona allowing the CVB to connect with over 40 meeting planners looking at third tier cities. (Sales data collected from Internal Tracking)

GROUP TOUR

The sales team conducted one on one appointments and servicing to group tour planners. SERVICING

Over 4,000 group tour delegates were assisted by the CVB in fiscal year 2015. 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.

ONE ON ONE APPOINTMENTS

Staff met with over 100 group tour planners at shows like the American Bus Association, Midwest Marketplace, Heartland Travel Showcase, and Travel Iowa Marketplace, making connections for future business.

RIVERBOAT ASSISTANCE

The CVB assisted passengers on a variety of riverboats visiting the community including the Queen of the Mississippi, American Lady Yacht, Celebration Belle, Dubuque River Rides, and Riverboat Twilight. The American Queen Steamboat brought 2,283 visitors to Dubuque in fiscal year 2015 with the step on guided ‘Hop On, Hop Off’ tours. (Sales data collected from Internal Tracking)

SPORTS & EVENTS DUBUQUE REGIONAL SPORTS COMMISSION

The Dubuque Regional Sports Commission funded 16 events in fiscal year 2015. These events drew nearly 82,000 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.

JULIEN DUBUQUE INTERNATIONAL FILM FESTIVAL (JDIFF)

The CVB assisted the JDIFF team with event planning, logistical solutions, marketing needs and more to ensure a successful event for the festival and the approximately 3,000 visitors who attended in April of 2015.

AMERICA’S RIVER FESTIVAL

With over 12,000+ attendees from 579 communities, 28 states and 5 countries, the 11th annual event was the most successful to date and received the Outstanding Event Award from the Iowa Tourism Office. 2015 featured national acts like Sam Hunt, Dan + Shay, Old Dominion, America, Grand Funk Railroad, and Tommy James & the Shondells. New to the festival was the first annual Brewfest.

DOCKDOGS WORLD CHAMPIONSHIPS

This event welcomed approximately 3,000 spectators and 408 competitors with representation from 34 states and 3 Canadian provinces. (Sports & Events data collected from Internal Tracking)

FISCAL YEAR 2015 ANNUAL REPORT

ECONOM IMPACT 14 TRAVELDUBUQUE.COM

MIC T

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. VIEW FISCAL YEAR 2015 STRATEGIES & OUTCOMES ď&#x20AC;´

FISCAL YEAR 2015 ANNUAL REPORT

[ ECONOMIC IMPACT ]

STRATEGY Leveraging community branding to bring in visitors results in growing economic impact numbers annually.

With every project, event, meeting, group or visitor interaction, our goal is to bring positive impact back to our community. Sporting events & festivals often times draw large crowds with even larger impact. Meetings

and groups can often result in equally impactful numbers with longer stays and more spending while in the community. Leisure travelers also provide a positive economic return to the community.

IMPACT FORMULAS BY THE DOLLAR

The following formulas are used by the Dubuque Area Convention & Visitorâ&#x20AC;&#x2122;s Bureau to calculate economic impact to the community.

$2K

LEISURE TRAVEL IMPACT

$11K

GROUP TOUR IMPACT

$175K

CONVENTION IMPACT

$750K

SPORTS & EVENTS IMPACT

For a travel party of 4 with a stay of 2 nights, the community will experience an estimated impact of over $2,000. $456 SPENDING X 2 NIGHT X 2.5 ROLLOVER = $2,280 IN IMPACT

For an average group tour with a stay of 1 night and 35 attendees, the community will experience an estimated impact of nearly $11,000. 35 PEOPLE X $125 SPENDING X 1 NIGHT X 2.5 ROLLOVER = $10,9375.50 IN IMPACT

For an average convention with 200 attendees and a 2 night stay, the community will experience an estimated impact of nearly $175,000. 200 PEOPLE X $175 SPENDING X 2 NIGHTS X 2.5 ROLLOVER = $175,000 IN IMPACT

For an average event with 2,000 attendees and a 1.5 night stay, the community will experience an estimated impact of nearly $750,000. 2,000 PEOPLE X $100 SPENDING X 1.5 DAYS = $750,000 IN IMPACT (Formula data collected from industry wide trends and Dubuque averages)

FY 2015 NUMBERS AT A GLANCE

4,000

GROUP TOUR DELEGATES

16 TRAVELDUBUQUE.COM

67,000

CONVENTION DELEGATES

82,000

SPORTS RELATED VISITORS

(Data collected from Internal Tracking)

12,827

INDIVIDUALS IN THE WELCOME CENTER

2,830

TRAVEL RELATED EMPLOYEES

557

TRAVEL INDUSTRY PARTNERS

OUTCOMES ECONOMIC IMPACT

RESULTS: THE ECONOMIC IMPACT OF TRAVEL

Dubuque County experienced a 3.07% increase in travel related expenditures as well as an increase in payroll, employment, state & local tax receipts. Released annually by the Iowa Economic Development Authority Iowa Tourism Office and prepared by the Research Department of the US Travel Association, this report provides insight on travel related expenditures, payroll, employment, state and local tax receipts. These numbers are a compilation of the 2002 - 2014 reports and represent Dubuque County.

YEAR

EXPENDITURES

PAYROLL

EMPLOYMENT

STATE TAX

LOCAL TAX

2014

$329.01

$50.58

2.83

$14.72

$4.28

2013

$319.21

$49.18

2.82

$14.06

$4.2

2012

$320.56

$49.91

2.84

$14.32

$4.19

2011

$302.43

$47.79

2.8

$13.57

$4.02

2010

$275.28

$45.37

2.71

$13.03

$3.78

2009

$254.03

$45.38

2.76

$12.69

$3.62

2008

$253.66

$44.22

2.67

$11.61

$3.35

2007

$253.2

$43.66

2.73

$12.03

$3.33

2006

$236.82

$41.78

2.69

$11.47

$3.14

2005

$214.72

$39.69

2.6

$10.86

$2.93

2004

$200.13

$28.69

2.6

$10.56

$2.81

2003

$186.03

$37.77

2.6

$10.22

$2.68

2002

$166.84

$35.25

2.53

$9.23

$2.42

(MILLIONS)

(THOUSANDS)

(MILLIONS)

(Data collected from the Iowa Economic Development Authority Impact of Travel Report 2014)

FISCAL YEAR 2015 ANNUAL REPORT

[ ECONOMIC IMPACT ]

OUTCOMES OCCUPANCY

HOTEL / MOTEL TAX RECORDS

46.42% growth in Hotel/Motel Tax Records since 2007 with an average 6.97% growth annually since 2002. .83 .47 .13 .80 .30 .40 .50 .40 .80 .80 7 .84 9 .20 2 53 88 33 56 18 09 06 22 17 71 12 09 9.8 9.1 5.4 3 6 4 8 2 3 9 9 8 7 4 4 , , , , , , , , , , 3 , 4 , 2 9 9 3 3 6 7 2 4 0 9 6 9 ,5 ,7 ,1 ,95 ,91 ,84 ,62 ,71 ,63 ,60 ,53 ,39 ,35 57 ,03 95 ,17 95 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $9 $2 $9 $1 $9 2500000 2000000

1500000

Q4 Q3 Q2 Q1

1000000

500000 0

'02

'03

'04

'05

'06

'07

'08

'09

'10

'11

'12

'13

'14

'15

'16

(Data collected from actual figures)

DUBUQUE HOTEL OCCUPANCY VS. STR REPORT

DUBUQUE

Overall average Dubuque occupancy for fiscal year 2015 was 59.9%.

STR REPORT

JUL

AUG

18 TRAVELDUBUQUE.COM

SEP

OCT

DEC

FEB

MAR

73.9%

65.1%

60.6%

52.7%

57.3%

52.8%

56.1%

51.5%

46.5%

46.3%

JAN

60.8%

73.3%

NOV

44.0%

39.6%

53.8%

55.3%

66.9%

69.5%

66.4%

67.5%

73.4%

73.2%

(Data collected from Dubuque hotels & STR Report)

73.0%

75.8%

The Smith Travel Report (STR) gathers information from the Top Ten County Hotel Markets in Iowa: Polk, Linn, Scott, Pottawattamie, Black Hawk, Story, Johnson, Dubuque, Woodbury & Dallas.

APR

MAY

JUN

SALES IMPACT HIGHLIGHTS

Sales continue to be an important factor for bringing impact to the area and helps to fill attractions, hotels, meeting space, restaurants and more during key periods of time. MEETING HIGHLIGHTS

GROUP TOUR HIGHLIGHTS

COMMUNITY DEVELOPMENT SOCIETY $546,875 IMPACT 250 people July 19-24, 2014 National conference - First time in Dubuque.

FIRST DAKOTA BANK - YANKSTON, SD $42,187 IMPACT 45 people October 6-9, 2014

These represent only a sampling of meetings serviced in FY 2015.

IOWA CREDIT UNION LEAGUE $525,000 IMPACT 400 People September 16-19, 2014 RESORT & COMMERCIAL RECREATION ASSOCIATION $262,500 IMPACT 200 people November 8-11, 2014 National Conference - Second time in Dubuque in the last 10 years. Rated the best conference they ever had.

These represent only a sampling of groups serviced in FY 2015.

LEGACY TOURS - FORT DODGE, IA $14,062 IMPACT 45 people October 14-15, 2014 LAVERNS TRAVELS - LITTLE FALLS, MN $31,250 IMPACT 50 people April 22-24, 2015 TURNER COACHES - TERRE HAUTE, IN $15,625 IMPACT 50 people June 17-18, 2015

IOWA STATE SNOWMOBILE ASSOCIATION $218,750 IMPACT 250 people November 21-23, 2014

INBOUND IOWA - DES MOINES, IA $20,000 IMPACT 32 people June 29 - July 1, 2015

IOWA ILLINOIS SAFETY COUNCIL $455,000 IMPACT 520 people April 22-24, 2015 Re-occuring Conference - High attendance when held in Dubuque.

(Sales data collected from Internal Tracking. Estimated economic Impact amounts calculated from formulas on page 16.)

FUTURE PLANNING

The CVB hosted a focus group with travel industry partners, hotel managers, and sales directors as well as elected officials, economic development leaders, young professionals and business leaders to get feedback on the direction of the CVB's convention & meeting sales efforts. Discussions were held with an independent facilitator to help define future planning as well as benchmark the CVB's current progress and future visioning with communities of similar size and characteristics. A full report has been generated and a long term plan is being developed from these findings.

SPORTS & EVENTS IMPACT HIGHLIGHTS

Events help draw large numbers to the community. The CVB works to help secure these events and also facilitates the Dubuque Regional Sports Commission to provide funding opportunities for organizers. PAST EVENTS DOCKDOGS WORLD CHAMPIONSHIPS $153,000 IMPACT 408 competitors November 13-16, 2014 34 states and 3 Canadian Provinces. USHL/NHL TOP PROSPECTS GAME $937,500 IMPACT 2,500 attendees January 13, 2015 WHAT WOMEN WANT, DUBUQUE STYLE $131,250 IMPACT 350 attendees April 11, 2015 AMERICA’S RIVER FESTIVAL $1.39M IMPACT 12,000 attendees June 12-13, 2015 (Sports & Events data collected from Internal Tracking. Estimated economic Impact amounts calculated from formulas on page 16.)

DUBUQUE REGIONAL SPORTS COMMISSION

In fiscal year 2015, the Sports Commission assisted 16 events and/or organizations including: America’s River Soccer Classic Bud Light Border Battle DockDogs World Championships Dubuque Area Swimming Hurricanes Dubuque Blowout Dubuque Gran Fondo Gaelic Gallop Grandview Gallop

International Dragon Boat Festival Iowa Bass Nation Mantastic Guyathlon Mississippi River High School Rodeo Mississippi Valley Open Tennis RUN4TROOPS Special Olympics Iowa Winter Iowa Games FISCAL YEAR 2015 ANNUAL REPORT

QUALITY OF LIFE 20 TRAVELDUBUQUE.COM

TY E

WHEN TOURISM PROVIDES A UNIQUE EXPERIENCE FOR VISITORS, WE CREATE A POSITIVE EXPERIENCE FOR THOSE WHO CALL DUBUQUE HOME. By supporting businesses, events and organizations who make this area culturally vibrant, quality of life and the opportunities available to residents increases. VIEW FISCAL YEAR 2015 STRATEGIES & OUTCOMES 

FISCAL YEAR 2015 ANNUAL REPORT

[ QUALITY OF LIFE ]

STRATEGY Branding and impact come full circle when tourism infrastructure can create a vibrant environment that people want to call home.

By continuing to support the local travel industry, businesses can flourish, expand and start their journeys in a community that offers opportunities. This climate is appealing to current and future residents.

The CVB works with local organizations, events, programs, and initiatives to support this forward thinking philosophy and ensure the Dubuque area continues to be a thriving and vibrant community to visit and live.

OUTCOMES CULTURAL VIBRANCY

ONGOING EFFORTS

The CVB has continued to help bring awareness to cultural events and brand Dubuque as a one of a kind destination and a great place to live. VOICES OF THE WAREHOUSE DISTRICT BALD EAGLE WATCH 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.

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

IRISH HOOLEY

PARKS TO PEOPLE

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.

22 TRAVELDUBUQUE.COM

Keith Rahe serves on the Leadership Committee of Parks to People: Grant Wood Mississippi River Region while Taylor Cummings serves as the Marketing Committee Chair. This initiative links parks and trails to each other, as well as people and communities, creating cultural vitality.

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.

TEAM OF DREAMS

This event draws thousands of fans to the Field of Dreams for a celebrity softball game and autograph signings. The CVB helped provide promotional assistance via digital marketing and social media while also providing logistical and event planning for the event.

OUTCOMES INCLUSIVITY

ONGOING EFFORTS

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

The Dubuque CVB is a mission partner of Inclusive Dubuque, a local initiative focused on strengthening a vibrant and welcoming community to ensure the regionâ&#x20AC;&#x2122;s success today and into the future.

CSI: DUBUQUE

CSI: Dubuque (Customer Service Intel) relaunched in 2014 with the integration of Inclusive Dubuque to feature insight on how to ensure visitors feel welcomed and included in the community.

MARKETING EFFORTS

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 accessible for all.

LEGISLATIVE PRIORITIES TRAVEL FEDERATION OF IOWA

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

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

FUNDING

Iowa is currently 47th in the nation for tourism marketing funding. It is imperative we continue to advocate for increased funding for tourism marketing, particularly in Iowaâ&#x20AC;&#x2122;s three tourism regions (Western Iowa Tourism Region, Central Iowa Tourism Region & Eastern Iowa Tourism Region.)

MARKETING EFFORTS

Increase visitation to our state by increasing state wide advertising of our many attractions and venues.

FISCAL YEAR 2015 ANNUAL REPORT

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