4
TRAVELDUBUQUE.COM
FROM THE Strategy, outcome, what's next? These are themes you will see throughout our Fiscal Year 2016 Annual Report. They are themes we, as an organization, find ourselves coming back to quite often.
partners the opportunity to spread their message while working with Welcome Centers across Iowa to promote Dubuque.
OUR S T R AT EGY IS S IM PLE
In Dubuque County, $329.27 million in travel related expenditures were generated in 2015 thanks to the efforts of the CVB and our 559 partners from across the Tri-States. 2,870 individuals were employed by travel related businesses and over $52.59 million was generated for those employees through payroll.
Create and capture opportunities that bring awareness and impact to our community. Each year we develop a marketing plan that mixes traditional mediums and cutting edge technology which provides broad range visibility and tells Dubuque's unique story. We seek out meetings, conventions, and groups that include anywhere from 3 to 3,000 individuals to experience our community while providing top notch hospitality and dedicated service. Our staff works with events and organizations in our backyard and from across the country to create unique experiences, enhance the quality of life for residents of the area, and also to bring economic impact to the community.
STRATEG I ES MULTI P LY I N TO OUTCOMES
WHAT'S NEXT? After identifying a need, we have brought on two employees for newly created positions in Sales & Marketing. We have begun the process of implementing the Destination Marketing Fee and have more in store for our Sports & Events, Sales, and Hospitality divisions. We can't tell you how excited we are to enter in another year with fresh ideas, powerful visions and partners like you by our side.
Our Welcome Center assists thousands of travelers from across the globe with unforgettable service and unique merchandise. They provide
Keith Rahe PRESIDENT & CEO
Dubuque Area Convention & Visitors Bureau
FI S CA L YEA R 2 0 1 6 A N N UA L REP ORT
5
6
TRAVELDUBUQUE.COM
TEAM
(left to right)
Keith Rahe
President & CEO
Whitney Sanger Sales Manager
Karen Lyness Welcome Center
Marv Maiers
Brochure Distribution Facilitator
Julie Kronlage
Vice President of Sales
Becky Carkeek
Welcome Center Manager
Vicki Maiers
Brochure Distribution Facilitator
Sara Hanten
Vice President of Operations
Adele Herman Marketing Assistant
Tyler Daugherty
Director of Sports & Events
Elizabeth Dickhut Welcome Center
Alex Reigler
Assistant Welcome Center Manager
Taylor Cummings Director of Marketing
Lori Fiebelkorn
Welcome Center (Not Pictured)
B OAR D APPO I N T ME N TS America’s River Corporation Keith Rahe Eastern Iowa Tourism Association, President Keith Rahe Travel Federation of Iowa, President Keith Rahe Tri-State Tourism Council Keith Rahe Five Flags Civic Center Tyler Daugherty Julien Dubuque International Film Festival Tyler Daugherty Team Iowa Sports, Treasurer Tyler Daugherty Meeting Professionals International Heartland Chapter, President Julie Kronlage Advertising Federation Dubuque, Co-Treasurer Taylor Cummings Grant Wood Loop (Parks to People) Keith Rahe & Taylor Cummings
PARTNERSHIPS American Bus Association America’s River Corporation Circle Wisconsin Dubuque Lodging Association Eastern Iowa Tourism Association Five Flags Civic Center Grant Wood Loop (Parks to People) 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
FI S CA L YEA R 2 0 1 6 A N N UA L REP ORT
7
FROM THE A look at the past year. In FY 2016, we looked at many ways to advance the mission of the Dubuque Area Convention & Visitors Bureau (CVB). From increasing external funding, providing the organization with needed staff support, to community outreach, this past year was an exciting one for tourism in Dubuque.
D EST I N AT I O N M A RKE TING FE E Across the state of Iowa, many communities are looking to implement an optional Destination Marketing Fee to help increase funding to their local destination marketing organizations. Dubuque also entered into this conversation in FY 2016. This fee is optional to guests of participating properties and would help the CVB grow their efforts in the meetings, groups, and events market while also furthering the overall marketing of the community. More about this exciting new initiative can be found on page 21.
EX PA N D I N G S TA FFING RES O U RCES Another focus for the organization was expanding staffing to assist the sales and marketing divisions. In FY 2016, a Sales Manager was hired to take on the group tour market while also assisting with overall sales
needs. The board also identified the need to hire a Marketing Assistant to help with on-going marketing projects while focusing on emerging opportunities in social media.
COMMUNI TY OUTREACH One of the largest campaigns for community outreach was the launch of Tourism Week. This week-long celebration of the travel industry served as a way to engage partners, community members, travelers, and the business community. We look forward to growing this event and broadening our familiarity with these important groups of individuals. Tourism is everyone’s job and we are working all of the time to share that story!
WHAT'S NEXT? The CVB is planning for another successful year to further the travel industry. From new and exciting marketing announcements and meetings that will impact our entire region to events that will shine a spotlight on our community nationally and so much more, we are looking forward to what this next year will bring. In many ways, “We’ve Only Just Begun!”
Ric Jones
FISCAL YEAR 2016 BOARD CHAIR Dubuque Area Convention & Visitors Bureau
8
TRAVELDUBUQUE.COM
B OARD OF DI RECTORS
ADVISORY COMMITTEE John Sutter
Chair, National Mississippi River Museum & Aquarium Brian Preston
Dubuque County Conservation Board Cindy Steinhauser
City of Dubuque Colleen Myers
Dubuque Main Street Daryl Klein
Dubuque County Board of Supervisors David Schmitz
Dubuque Museum of Art
Ric Jones
FY 2016 Chair Dubuque City Council
Mike Donohue
Vice Chair | US Bank
Wendy Runde
Treasurer | Diamond Jo Casino
Geri Shafer
Arts Management Consultant HR Cook
Five Flags Center Jake Rios
Dubuque City Council Jim Rodrigues
Quiet Walker Lodge Joyce Connors
Dubuque City Council Member Lynette Montes
Holiday Inn Express & Suites Mark Wahlert
Dubuque Symphony Orchestra Marty Maiers
Diamond Jo Casino
John Sutter
Past Chair | National Mississippi River Museum & Aquarium
Mike Van Milligen City of Dubuque
Joyce White Five Flags Center
Maurice Jones
City of Dubuque Mitzi Yordy
Grand River Center Nancy Webster
Dubuque River Rides Randy Gehl
City of Dubuque Rick Kruser
Potosi Brewing Company & National Brewery Museumâ„¢ Ron Tigges
Friends of the Mines of Spain Sue Moran
Grand Harbor Resort & Waterpark Grand River Center
Wayne Demmer
Dubuque County Supervisors
Tony Pfohl
Fischer Companies
Mayor Roy D. Buol City of Dubuque
FI S CA L YEA R 2 0 1 6 A N N UA L REP ORT
9
branding The CVB strives to place Dubuque in front of key markets, audiences, and opportunities that will continue to grow awareness about our region as a travel destination. Whether that be strategically placing an ad, curating unique content or boosting social media presence, these are all opportunities to tell Dubuque’s unique story. VIEW FISCAL YEAR 2016 STRATEGIES & OUTCOMES
10 TRAVELDUBUQUE.COM
Markets
OUTCOME
STRATEGY Geographical areas evolve & are evaluated each year based on key factors including online traffic, distance and other demographical indicators.
IDE N T I F I E D MA RKE TS Cedar Rapids, IA Chicago Suburbs, IL Des Moines, IA Iowa City, IA Madison, WI
EM E RGI N G M A RKE TS
A1.
Milwaukee, WI Minneapolis, MN
0 - 1,000 visits
Omaha, NE Rochester, MN
1,001 - 5,000 visits
A1. WEBSITE HITS BY STATE Based on website hits from July 1, 2015 to June 30, 2016 by state. Google Analytics.
15,001 - 30,000 visits
5,001 - 15,000 visits
30,001 - 40,000 visits
A2. TOP 10 STATES & CITIES Based on website hits from July 1, 2015 to June 30, 2016 by state & city. Google Analytics. TEXAS CALIFORNIA
MISSOURI VIRGINIA
NEW YORK
IOWA
NEBRASKA MINNESOTA
WISCONSIN
DES MOINES
DUBUQUE
MINNEAPOLIS BETTENDORF
TOP
10 STATES FROM ONLINE TRAFFIC
TOP
IOWA CITY
OMAHA
CEDAR RAPIDS
MADISON
A2.
MILWAUKEE
10 CITIES
FROM ONLINE TRAFFIC
CHICAGO
ILLINOIS
FI S CA L YEA R 2 0 1 6 A N N UA L REP ORT
11
Methods
STRATEGY TEL EVI SI ON
A television campaign was implemented to generate interest and visbility where the audience is consuming content. Three :30 second commercials were aired in Des Moines, IA; Cedar Rapids, IA; Iowa City, IA; Dubuque, IA; Madison, WI; Chicago Suburbs, IL; & Rockford, IL featuring Spring, Summer, and Fall.
OVE RVIEW Two main methods are utilized outbound and inbound marketing. Outbound marketing allows for traditional approaches to telling Dubuque's story and sharing the community's brand. Inbound marketing engages with visitors in a inspirational way via social messaging and customized content. Combined, these methods allow for optimal outreach.
PR I NT
Print continued 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.
DI G I TAL ADVERTI SI NG
Advertising for the digital environment included search and site retargeting with both display and video ads. A search engine campaign also ran consisting of keywords pertaining to Dubuque, leveraging higher placement in search results.
SOCI AL MEDI A & CONTENT CURATI ON
Facebook continues to be the primary outlet to reach our key audience on social media. Blog posts, videos, photos, upcoming events and seasonal information drive most of the content on social networks. Posts are also ‘boosted’ to provide additional reach in target markets and audiences. Content that was curated on traveldubuque.com included 80 blog posts ranging from historical content, event information, news releases and other travel information.
A3. INBOUND MARKETING ANALYTICS Data collected from Tap Analytics.
OUTCOME FACEBOOK INSIGHTS
627,954
8,124
27,422
1,630
Total Reach
Pageviews
Engaged Users
New Likes
FACEBOOK ADVERTISING
526,710
9,090
30,700
865
Impressions
Clicks
Video Views
Post Likes
2,918,430
3,611
.12%
Impressions
Clicks
Click Through Rate
336,400
46,333
6,606
14.26%
Emails Sent
Opens
Clicks
Click Through Rate
DIGITAL ADVERTISING
EMAIL CAMPAIGNS
A3.
12 TRAVELDUBUQUE.COM
Audience
OUTCOME
S TRATEGY
4000
25 - 49 Years Old
19.67%
FEMALE
MALE
10.75%
FEMALE
MALE FEMALE
MALE FEMALE
65+ YEARS 10.81%
MALE MALE
FEMALE
2000
Middle Class A4.
0
50+ Years Old Female
80000
Higher Income
70000
Children Not Present
ORGANIC SEARCH 60.73%
60000
A4. MALE VS. FEMALE VISITORS BY AGE TO TRAVELDUBUQUE.COM Data collected from Google Analytics.
50000 40000
A5. VISITOR ACQUISITION TO TRAVELDUBUQUE.COM Data collected from Google Analytics.
30000
REFERRAL
20000 10000
A5.
What's coming up in FY 2017 to help further the efforts of community branding in the Dubuque area?
18.73%
55-64 YEARS
FEMALE
Female
WHAT' S NEX T
45-54 YEARS
MALE
18-24 YEARS 6000
35 - 44 YEARS 19.02%
8000
MA R S H A
JACQ U E
21.01%
10000
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.
Family Focused
25-34 YEARS
12000
21.30%
DIRECT 13.17%
SOCIAL MEDIA 4.80%
0
MARK ETI NG ASSI STANT
The need for additional marketing staff was identified in FY 2016. In FY 2017, Adele Herman joined the CVB team adding skills that will put an emphasis on social media and digital efforts as well as supporting ongoing marketing projects.
BRANDI NG
In 2010, the CVB launched the Dubuque Reinvented campaign. Since then the organization has adopted that campaign mark for it's own logo. In 2017, a new brand will be created to reflect Dubuque's dynamic personality.
TOUR I SM WEEK
The CVB launched Tourism Week in FY 2016. This week-long celebration of tourism in Dubuque will continue in 2017 - showcasing the travel industry to businesses, community members and travelers. FI S CA L YEA R 2 0 1 6 A N N UA L REP ORT
13
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. VIEW FISCAL YEAR 2016 STRATEGIES & OUTCOMES
14 TRAVELDUBUQUE.COM
Overview S TRATEGY 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 result in equally impactful numbers with longer stays and more spending while in the community. Leisure travelers provide a cumulative positive economic return to the community.
O UTCO ME T H E ECO N OM IC IM PAC T OF TRAV E L Dubuque County experienced an increase in travel related expenditures, as well as an increase in payroll, employment, state & local tax receipts. B1. DUBUQUE COUNTY IMPACT 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 - 2015 reports and represent Dubuque County.
B1.
YEAR
EXPENDITURES (Millions)
PAYROLL (Millions)
EMPLOYMENT (Thousands)
STATE TAX (Millions)
LOCAL TAX (Millions)
2015
$329.27
$52.59
2.87
$18.35
$4.49
2014
$329.01
$50.58
2.83
$14.72
$4.28
2013
$319.21
$49.18
2.82
$14.06
$4.20
2012
$320.56
$49.91
2.84
$14.32
$4.19
2011
$302.43
$47.79
2.80
$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
$253.20
$43.66
2.73
$12.03
$3.33
2006
$236.82
$41.78
2.69
$11.47
$3.14
2005
$214.72
$39.69
2.60
$10.86
$2.93
2004
$200.13
$28.69
2.60
$10.56
$2.81
2003
$186.03
$37.77
2.60
$10.22
$2.68
2002
$166.84
$35.25
2.53
$9.23
$2.42
0 3 0 0 3 0 0 0 7 2 4 0 0 7.8 3.1 6.2 9.2 2.4 3.8 1.8 8.3 9.4 6.8 8.4 6.5 2.8 .87 .42 .19 ,81 ,43 ,68 ,17 ,40 ,92 39 ,35 ,77 25 49 ,21 ,30 ,85 ,90 ,41 6 0 3 9 8 9 4 5 9 9 1 7 6 7 3 2 , , , ,71 ,63 ,39 ,62 ,84 ,91 ,09 ,17 ,53 ,60 57 ,95 ,35 95 95 ,03 $1 $1 $1 $1 $1 $1 $2 $1 $1 $1 $9 $1 $1 $9 $9 $2 2500000 2000000
1500000
Q4 Q3
1000000
Q2 Q1
500000 0
'02
'03
'04
'05
'06
'07
'08
'09
'10
'11
'12
'13
'14
'15
'16
'17
B2.
B2. HOTEL/MOTEL TAX CONTRIBUTIONS Data collected from actual figures. B3. NUMBER OF TRAVELERS Data collected from internal tracking.
B3.
4,000+
67,500+
70,000+
13,806
2,870
559
GROUP TOUR DELEGATES
CONVENTION DELEGATES
SPORTS RELATED VISITORS
INDIVIDUALS IN THE WELCOME CENTER
TRAVEL RELATED EMPLOYEES
TRAVEL INDUSTRY PARTNERS
FI S CA L YEA R 2 0 1 6 A N N UA L REP ORT
15
STRATEGY
Hospitality
DATA COLLECTI ON
The CVB works with area lodging properties to collect monthly occupancy data. The CVB then collectively tracks the average occupancy across full service, select service, and B&B properties. This data is also compared with the Smith Travel Report (STR) to gauge Dubuque's overall occupancy compared to the top 10 county hotel markets in the state of Iowa.
O CC U PANCY One of the major sources of data that the CVB takes into consideration for the health of the tourism industry is average monthly occupancy. These metrics allow the CVB to see trends and progress from events, meetings, group tours as well as overall bookings within the properties.
OUTCOME
DUBUQUE
B4.
While a major focus of the Welcome Center is to assist travelers who walk through the door, there are many more efforts to reach these travelers who may not step foot inside the Main Street storefront.
72.4%
71.8%
63.6%
62.0%
20
B4. DUBUQUE HOTEL OCCUPANCY VS. SMITH TRAVEL REPORT (STR) STR gathers information from the Top 10 County Hotel Markets in Iowa: Polk, Linn, Scott, Pottawattamie, Black Hawk, Story, Johnson, Dubuque, Woodbury & Dallas.
WELCOME C E NTER
55.4%
54.7%
54.5%
54.0%
48.2%
47.4%
48.5%
44.2%
40.7%
54.3%
50.3%
64.0%
66.4%
68.6%
65.4%
65.9%
69.8%
73.9%
72.3%
77.5%
STR REPORT
JUL
AUG
SEP
OCT
NOV
DEC
JAN
FEB
MAR
APR
MAY
JUN
STRATEGY WEEKEND CALENDAR
The Welcome Center provides a Weekend Calendar of events to hotels, attractions, restaurants, and more. These calendars provide travelers a resource for upcoming events during their stay.
BROCHURE DI STRI B UTI ON
The CVB offered industry partners the ability to utilize brochure distribution services to deliver printed materials across Iowa, Wisconsin, and Illinois.
G I FT BASK ETS
A new service was offered to the travel industry and business community. Gift baskets are customized to businesses' needs for any occasion.
OUTCOME BY THE NUMB ER
13,806 individuals and 8,080 travel parties visited the Welcome Center from July 2015 - June 2016. 40,950 Weekend Calendars were distributed to travelers in the Dubuque area and over 3,000 users viewed it online.
16 TRAVELDUBUQUE.COM
STRATEGY
Hospitality
SURVEYS
Welcome Center staff administers the State of Iowa Travel Survey. Visitors to the Welcome Center answer 14 questions, collecting information about their spending, travel party, days traveling, reasons for traveling and more. A minimum of 200 surveys are submitted to and then tabulated by the Iowa Tourism Office.
R ES E A RCH The CVB uses various methods of research to help inform decisions, connect with travelers, and better understand the current state of travel in Iowa.
OUTCOME AVERAGE STAY
AVERAGE PARTY SIZE
AVERAGE AGE
AVERAGE SPENDING
2.5 Days
2.5 People
48.8 Years
$272.95/Day
B5.
B5. AVERAGE OVERALL Data collected from the 2015 Iowa Welcome Center Survey Report.
REASON FOR TRAVEL
DUBUQUE
IOWA
Vacation/Leisure
66.7%
53.6%
B6. REASONS FOR TRAVEL Data collected from the 2015 Iowa Welcome Center Survey Report.
Visit Family/Friends
21.0%
30.1%
B7. LODGING CHOICE Data collected from the 2015 Iowa Welcome Center Survey Report.
Business/Convention
7.1%
5.8%
Personal Business
2.4%
5.3%
Other
2.9%
5.2%
DUBUQUE
IOWA
Hotel/Motel
65.6%
51.6%
Home of Family/Friends
12.7%
15.1%
Campgrounds
4.2%
10.3%
Bed & Breakfast
4.2%
1.3%
Other
13.3%
21.7%
B8. TRAVEL PARTY & SPENDING BY TYPE Data collected from the 2015 Iowa Welcome Center Survey Report.
B6.
LODGING CHOICE
T ES T I M O N I A L "[Dubuque is] my favorite small city in the Midwest. So well-preserved and ripe with potential." DON CARNAHAN B7.
BUSINESS LODGING
SHOPPING
INDIVIDUALS OR FRIENDS
ENTERTAINMENT
travel
travel
BY TYPE
BY TYPE
SPENDING
PARTY
B8.
FAMILY OR CHILDREN <18
TRANSPORTATION
FAMILY OR ADULTS
FOOD & BEVERAGE
FI S CA L YEA R 2 0 1 6 A N N UA L REP ORT
17
Sales
STRATEGY
Our sales team works hard to ensure that every group that comes to the community has the tools they need to ensure a successful event. From complimentary conference registration to complimentary name tags to offsite planning assistance; we know that when groups leave Dubuque they leave with a great education and a great story.
MEETI N GS
FACE TO FACE APPOI NTMENTS
Planner engagement is different today than it was 15 years ago. While face to face meetings are important, todayâ&#x20AC;&#x2122;s planners look to the internet and social media outlets to help select locations for their conferences and events. The CVB works hard to ensure that our Dubuque brand is present in many different outlets.
We attended tradeshows such as the Small Market Meetings Marketplace and International POW WOW (IPW) to talk with planners and encourage a future visit.
SOCI AL MEDI A
With constant marketing through quarterly e.blasts and other social media outlets, we get our information out to planners at the click of the mouse (or tap of the finger).
OFFI CE VI SI TS
While time is always of the essence, we still work hard to meet one-on-one with planners in their office, giving us great facetime.
PR I NT ADVERTI SI NG
Working with publications like Small Market Meetings, Midwest Meetings and Meetings Today helps keep our brand visible in an ever-changing marketplace.
T ES T I M O N I A L
ASSOCI ATI ON MEMBER SHI PS
"One of my clients has an event in Dubuque every other year, but I wish I could have an event there more often as it would give me more opportunity to work with the warm, caring, energized CVB in general and Julie Kronlage in particular!"
From Iowa Society of Association Executives to Meeting Professionals International to the Destination Marketing Association International, we stay involved to keep up on trends, changes and challenges affecting our industry.
OUTCOME I MPACT
Conventions and meetings make an impact. In working with our partners in the industry, during FY 2016, the CVB assisted just over 67,500 conference delegates, car clubs, military reunion groups and more with community information, welcome bags, registration assistance, off-site event planning, itinerary creation, registration staff, and nametags.
KRISTI HETLAND, CASE Manager, Global Accounts | Helsmbriscoe
MEETING B9. SAMPLE MEETINGS ECONOMIC IMPACT Sales data collected from internal tracking. Economic impact calculated from Destination Marketing Association International Economic Impact Calculator. It is the official industry standard for measuring the economic value of an event and calculating its return on investment to local taxes.
DELEGATES
IMPACT
July 7-10, 2015
250
$231,139
March 15-17, 2016
200
$124,579
Iowa Public Airport Association First time out of Des Moines
May 11-12, 2016
140
$79,185
Midwest Gang Investigators
May 15-18, 2016
350
$207,910
Iowa Professional Firefighters Association
June 22-24, 2016
250
$170,518
Iowa Grocery Industry Association Upper Mississippi River Conservation Committee
B9.
18 TRAVELDUBUQUE.COM
DATES
Sales GROUP TOURS Each group tour that the CVB works with and is made aware of also receives top notch customer service. From itinerary creation to booking assistance to receiving complimentary caramels upon arrival in the community, our service sets us apart.
AWA R D W I N NING The CVB recently won the Groups Today Emerging Destination 2016 Readers' Choice Award.
STRATEGY FACE TO FACE APPOI NTMENTS
We attend tradeshows such as the American Bus Association, Heritage Club International, Heartland Travel Showcase and the Midwest Marketplace. These appointment based shows give us time to meet new planners and learn how we can bring their groups to our community.
PR I NT ADVERTI SI NG
Partnerships with publications like Groups Today and the Group Travel Leader help us to keep Dubuque brand awareness in the hands of operators.
SOCI AL MEDI A
Quarterly e.blasts, Facebook posts, and social media programs with publications also help us to increase our reach.
OUTCOME GROUP Thrivent Financial, Cottage Grove, MN Bridgeview Bank, Bridgeview, IL Country Wide Discoveries B10. York Fun Club, York, NE
DATES
DELEGATES
IMPACT
July 27 â&#x20AC;&#x201C; 30, 2015
42
$39,375
June 5-7, 2016
30
$18,750
June 13-15, 2016
41
$25,625
June 20-23, 2016
46
$43,125
B10. SAMPLE GROUP TOUR ECONOMIC IMPACT Sales data collected from internal tracking. Economic impact calculated from industry wide trends and Dubuque averages.
WHAT' S NEX T?
MI LI TARY R EUNI ONS
What's coming up in FY 2017 to help further the efforts of economic impact in the Dubuque area?
PROG RESSI VE TOURS
The CVB is excited to venture into the Military Reunion market and explore the possibilities that this brings to our community during the mid-week timeframe. Created in the mid 1970's, the Historic Progressive Dinner was maintained by the Dubuque County Historical Society until December 31, 2015. At that time the Dubuque CVB took the program over. The program is being added to a new progressive meal, A Dubuque Food Tour, where planners can taste Dubuqueâ&#x20AC;&#x2122;s unique flavors of turkey & dressing sandwiches, handcrafted crepes, and gremlins. More hands-on tour opportunities to come.
SALES MANAG ER
The need for additional sales staff was identified after a Convention & Meetings Focus Group. In FY 2016, Whitney Sanger joined the CVB team and is responsible for increasing the number of group tours, military, class and family reunions in the community as well as assisting the Director of Sales in planning, executing and managing the overall sales effort of the bureau in an effort to increase visitors to the community.
FI S CA L YEA R 2 0 1 6 A N N UA L REP ORT
19
Sports & Events
STRATEGY DUBUQUE REG I ONAL SPORTS COMMI SSI ON
The Dubuque Regional Sports Commission was able to support 18 events in Dubuque County for FY 2016. Events held July 1, 2015 – June 30, 2016 were eligible for funding and ranged from the DockDogs World Championships to the Dubuque Dragon Boat Races to Run4Troops. In total, these 18 events helped attract 30,000+ people to the Dubuque area and generated an estimated $4M in economic impact.
OVE RVIEW 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.
Gaelic Gallop
Run4Troops
Cabela's Masters Walleye
Gran Fondo
Special Olympics
DockDogs World Championships
Grandview Gallop
Swiss Valley Trail Run
Dubuque Dragon Boat Races
Ice Harbor Scholastic Chess Open
Winter Iowa Games
Dubuque Benefit Classic
Midwest Masters
Dubuque Blowout
Mississippi River High School Rodeo
Dubuque Swimming Hurricanes
Mississippi Valley Open Tennis
In addition to the Dubuque Regional Sports Commission, the Dubuque CVB partners with many other events in Dubuque County. Sports Commission events and Dubuque CVB partnered events helped generate 70,000+ visitors and over $8.5M in estimated economic impact to the Dubuque area.
B11. SAMPLE SPORTS & EVENTS ECONOMIC IMPACT Sports & Events data collected from internal tracking. Economic impact calculated from Destination Marketing Association International Economic Impact Calculator. It is the official industry standard for measuring the economic value of an event and calculating its return on investment to local taxes.
JUL I EN DUBUQUE I NTERNATI ONAL FI L M F ES T I VAL
The CVB assisted the festival team with planning, logistical solutions, marketing needs and more to ensure a successful event. A total of 630 film submissions from 50+ countries were accounted for, and over 3,500+ attendees took in the weekend's activities.
AMER I CA’S R I VER FESTI VAL
T ES T I M O N I A L
With just under 12,000 attendees from 548 communities, 24 states, and 1 foreign country, the 12th annual event continued to shine in Dubuque. 2016 featured national acts Nitty Gritty Dirt Band, Jon Pardi, Pablo Cruise, Cheap Trick, and REO Speedwagon. The 2nd annual Tappening increased attendance by 150 people over 2015.
“What a fantastic organization to have on your side and partner with. The quality of their staff and work is second to none, and they were instrumental in helping secure the 2017 National Canoe & Kayak Championships in Dubuque. They have the recipe for success and continue to showcase Dubuque as a premier location for recreational tourism in the Midwest.”
DOCK DOG S WORL D CHAMPI ONSHI PS
Five Flags welcomed 3,000 spectators and an all-time high entry list. Competitors traveled from 40 states and 4 Canadian provinces.
OUTCOME EVENT
EARL BRIMEYER Dubuque Dragon Boat Association
DATES
DELEGATES
IMPACT
Team of Dreams
September 19-20, 2015
3,500
$249,034
DockDogs World Championships
November 11-15, 2015
440
$547,939
January 30-31, 2016
6,500
$637,807
June 10-11, 2016
11,200
$816,553
Winter Iowa Games B11.
20 TRAVELDUBUQUE.COM
America's River Soccer Classic
America's River Festival
Destination Marketing Fee OVE RVIEW The CVB knows the importance of sustaining and growing economic impact so that we can be a competitive market for the travel industry and draw visitors from outer markets.
STRATEGY PUR POSE
In order to increase funding sources, the CVB looked to garner support for a Destination Marketing Fee (DMF). Currently, the following Iowa communities have or are initiating a DMF: Cedar Rapids, Iowa City, Quad Cities, Council Bluffs, Waterloo. These funds would be used to further the efforts primarily in Sports & Events, Meetings & Marketing.
DMF OVER SI G HT COMMI TTEE
A committee will be established from participating hotel general managers, owners, representatives as well as CVB staff to provide oversight of the funds on a quarterly basis. These individuals would be appointed by the hotel property.
I MPLEMENTATI ON
The DMF implementation began September 1, 2016 and includes a $1.00 per room night fee for participating properties.
OUTCOMES ESTI MATED FUNDS
Funds are estimated based on percentage of hotel participation and 2015 actual hotel occupancy.
B12. ESTIMATED FUNDS Based on 2015 Hotel Occupancy.
25% 50% 75% 100% PARTICIPATION PARTICIPATION PARTICIPATION PARTICIPATION Full Service Properties
$47,276.50
$94,553.00
$141,829.50
$189,106.00
Select Service Properties
$35,315.50
$70,631.00
$105,946.50
$141,262.00
$85,592.00
$165,184.00
$247,776.00
$330,368.00
B12. Total DMF Fund
WHAT' S NEX T? What's coming up in FY 2017 to help further the efforts of economic impact in the Dubuque area?
FI R EBALL RUN
Dubuque will be one of eight communities featured in the 11th season – “Big Country” of the Fireball Run Adventurally in 2017. 40+ teams will compete in the legendary 2,000 mile, life-sized trivia game, while exploring under-discovered attractions, and aiding in the awareness campaign called, “The Race to Recover America’s Missing Children”. Dubuque will be highlighted in one to three 22-minute episode(s), educating viewers on Dubuque’s rich history, hot spots, and primary places of interest. Fireball Run is filmed in real-time, with the entire 26-episode season being filmed in just 8 days.
FI S CA L YEA R 2 0 1 6 A N N UA L REP ORT
21
of life 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 2016 STRATEGIES & OUTCOMES
22 TRAVELDUBUQUE.COM
Overview C U LTU RAL V I B RA NCY Branding and impact come full circle when tourism infrastructure can create a vibrant environment that people want to call home. 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.
I NC LU SIVIT Y 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.
A DVOCACY Lobbying legislators and putting the issues of the travel industry front and center is a priority for the Dubuque CVB so that we can continue the efforts in our community and across the state.
STRATEGY & OUTCOME I NVOLVEMENT
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.
SPECI AL EVENTS
The CVB helps events through the creation of promotional materials, marketing, and advertising as well as logistical and event planning. Events assisted included Voices of the Warehouse District, Bald Eagle Watch, Julien Dubuque International Film Festival, Irish Hooley, Team of Dreams, and more.
G RANT WOOD LOOP (PAR KS TO PEOPL E )
Keith Rahe has served on the Leadership Board for Grant Wood Loop 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.
STRATEGY & OUTCOME I NCLUSI VE DUB UQUE & CSI : DUB UQUE
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 (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.
MARK ETI NG 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.
STRATEGY & OUTCOME I NVOLVEMENT
Keith Rahe serves as President while Julie Kronlage serves as a District Leader for Travel Federation of Iowa (TFI) to lobby 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.
FUNDI NG
Iowa is currently 47th in the nation for tourism marketing funding while tourism as an industry is ranked number seven out of ten top industries in the United States. 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 Association.)
FI S CA L YEA R 2 0 1 6 A N N UA L REP ORT
23
300 Main Street, Suite 120 | Dubuque, Iowa Offices: 563.845.7698 Welcome Center: 800.798.8844
travelDUBUQUE.COM