traveler fall 2013
Reinvention
Where we have been and where we are going. p. 4 Plus: Dig In! Iowa’s Ag Innovation Tour Approved funding for the Dubuque Regional Sports Commission DockDogs World Championships Marketing Co-op Program and more...
In This Issue...
Traveler
Table of Contents
Taylor Kellogg
What’s Next?.............................................3
The CVB Quarterly Newsletter Welcome to the first edition of the Traveler, the Quarterly Newsletter of the Dubuque Area Convention & Visitors Bureau (CVB)! We are excited to keep you up-to-date with everything travel industry related for our area.
Welcome.....................................................2 Dig In!.........................................................3
Reinvention...............................................4 Approved Funding..................................7 DockDogs...................................................7 Marketing Co-Op.................................... 8
The Fall 2013 issue covers the Reinvention of the CVB as its own organization, the tremendous growth Dubuque has seen over the past several years, and what new opportunities the Dubuque Area CVB offers to continue those successes. Learn about our upcoming conventions & meetings and what the CVB sales staff offers guests to ensure they have a successful experience in our community. Read about the Dubuque Regional Sports Commission recently being approved for funding by the Iowa Economic Development Authority for sports related activities, and DockDogs’ return to Dubuque for their World Championships! Lastly, we are very excited to announce the release of our 2014 Marketing Co-Op. This one-of-a-kind promotional program allows your business maximum exposure to visitors at a minimal investment! Please let us know if you have a story idea or questions regarding the Traveler by emailing Taylor Kellogg at tkellogg@traveldubuque.com or calling 563.556.4372.
Taylor Kellogg has recently been hired as the new Director of Marketing for the Dubuque Area Convention & Visitors Bureau (CVB).
Did you know? The CVB offers many complimentary services to group tours and to conventions when they are in town? From complimentary welcome bags to assisting with transportation arrangements to complimentary registration assistance, the CVB is here to ensure a successful stay for our out of town guests. If you have questions or need assistance with a group or convention you have coming in, please contact Julie Kronlage at jkronlage@ traveldubuque.com.
Credits Editor
Keith Rahe President & CEO
Project Manager Taylor Kellogg & Designer Director of Marketing Contributors
Julie Kronlage Director of Sales
Tyler Daugherty Sports & Events Manager
300 Main Street, Suite 200 | Dubuque, Iowa | 52001 800.798.8844 | 563.556.4372
Christine Schmidt Welcome Center Manager On The Cover City of Dubuque Trolley Ron Tigges, Digital Dubuque
www.traveldubuque.com
Sales
Fall 2013 Traveler
Dig In!
Iowa’s Ag Innovation Tour Julie Kronlage
pictured Above
National Mississippi River Museum & Aquarium
The Dubuque Area Convention & Visitors Bureau (CVB) has partnered with the Ames CVB, Quad Cities CVB and Waterloo CVB to put together a unique itinerary called Dig In! Iowa’s Ag Innovation Tour. This itinerary was developed for promotion to group tours and in specific at the U.S Travel Associations International Pow Wow Marketplace. The Marketplace is the travel industry’s premier international marketplace and largest generator of travel to the United States. At the show, which was held in June of 2013, the CVBs were able to meet with travel organizations from every region of the U.S. as well as international and domestic buyers from more than 70 countries. This itinerary highlights Iowa’s rich agricultural landscape through opportunities
What’s next? Meetings & Conventions Julie Kronlage
Want to receive leads?
Any business interested in receiving leads from tradeshows should contact Julie Kronlage at jkronlage@traveldubuque.com
Trend Alert! Green Benchmarks have seriously spurred sustainability. Read more here. From Meetings Focus Magazine
The Small Market Meetings Marketplace will take place October 5-8, 2013 in Sioux Falls, SD. Julie Kronlage will be representing Dubuque in an effort to attract meetings of under 500 people to the community. At the marketplace, Dubuque hopes to secure 35 appointments with meeting planners. Each appointment will be seven minutes in length and will give the planner a glimpse of what Dubuque has to offer. It also allows for the CVB to learn more about a variety of meetings throughout the country.
to explore pieces of what each partner community has to offer. In Dubuque, highlights of the tour include the National Mississippi River Museum & Aquarium, Dubuque River Rides and the Dubuque Arboretum & Botanical Gardens. Other locations highlighted in the State include the Iowa State University research and teaching farms, John Deere Waterloo Operations – Tractor & Cab Assembly, the John Deere Harvester Works, Monsanto Company plant tour, River Gulf Grain Barge facility and many more locations. The Dubuque CVB spearheaded a grant opportunity offered through the Silos and Smokestack’s National Heritage area and recently received word that $5,000 has been awarded to utilize for future promotion of this itinerary. The group plans to offer a FAM tour of this exact itinerary prior to the 2014 International Pow Wow Marketplace which will be taking place April 5 – 9 in Chicago.
Convention, will take place June 24 – 28, 2014 attracting 1200 – 1500 delegates from across the country and some provinces in Canada. Conference headquarters will be at the Grand River Center, the Hotel Julien Dubuque and the Five Flags Center. The Community Development Society, will be holding their annual conference in Dubuque at the Grand River Center July 20-23, 2014 attracting up to 300 delegates from across the country and some provinces in Canada. Julie Kronlage is Director of Sales for the Dubuque Area Convention & Visitors Bureau.
Dubuque will be home to two large national conventions in 2014. The National Holstein
Page 3
Reinvention Where we have been and where we are going. Keith Rahe
Cover Story
Fall 2013 Traveler
Reinvention.
pictured Above
Port of Dubuque Marina
pictured Above
Dubuque Reinvented Logo Vacation Edition visitors1
Leisure, Convention Delegates, Group Tour, Sports Participants, Event Attendees, Reunions
A word that quickly comes to mind when describing the evolution of Dubuque in the past 15 years, happens to also be the very word that was incorporated in the Dubuque Area Convention & Visitors Bureau’s (CVB) branding campaign in 2009. Re, the prefix in the word reinvention, means to do something again and again. The verb, reinvent, means to make major changes or improvements to or to present something in a different or new way.
When looking at the transformation our community has experienced, it is easy to see why this 11-letter word was chosen to be the integral component of the CVB’s entire branding experience for every type of visitor1. A visitor can see the reinvention of Dubuque with a relaxing stroll along the Mississippi River as they take the path that wanders through the backyard of a state-of-the-art convention center; a one-of-a-kind outdoor art installation; an outdoor amphitheater, home to several of Dubuque’s events; one of two gaming complexes; and so much more. They can experience the reinvention at a Smithsonian affiliated museum that offers fun for all ages; on a paddleboat ride along the mighty Mississippi; or as they admire the renovated and historic brewery building. The CVB and our partners see this same transformation as America’s River Project; a successful collaboration of private and public partnerships who had the vision to create an environmental, educational, and recreational center for visitors.
A visitor can experience the reinvention when dining at a locally owned restaurant on Dubuque’s revitalized Main Street; while playing their odds at one of our two state-of-the-art gaming complexes; or when shopping on Bluff Street or on Dubuque’s bustling West End District. A visitor can also experience reinvention at Chaplain Schmitt Island with a community ice center, home to a USHL hockey league; access to the Mississippi with a unique urban water trail; riding along a scenic bike trail that connects the island to a 29-mile hike/bike system; and much more. We see these transformations as a result of visioning and partnering between key organizations to strengthen the infrastructure necessary for growth in the travel industry as well as continuing to provide visitors with the positive experience they desire. C A USE A ND E F F ECT
Since 2002, travel related expenditures in Dubuque County have grown 92% based on the 2012 Travel Iowa Impact Study released this September. Employment & payroll numbers have increased by 12% and 41% respectively. Across the board, Dubuque County has increased its impact into the community. With over 1.9 million visitors and $320.56 million in economic impact annually, the tourism industry has been recognized as an integral component in the development and continued prosperity of the Dubuque region. These numbers validate the partnerships that have allowed the continued reinvention and prosperity of Dubuque. The CVB realizes that it is within these relationships that growth has been allowed to flourish…and where the future of our success lies. Continued on page 6.
Page 5
Cover Story
Travel Iowa | Dubuque County
Expenditures
Payroll
Employment
State Tax
Local Tax
YEAR
(Millions)
(Millions)
(Thousands)
(Millions)
(Millions)
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
166.84
35.25
2.53
9.23
2.42
186.03
37.77
2.6
10.22
2.68
200.13
28.69
2.6
10.56
2.81
214.72
39.69
2.6
10.86
2.93
236.82
41.78
2.69
11.47
3.14
253.2
43.66
2.73
12.03
3.33
253.66
44.22
2.67
11.61
3.35
254.03
45.38
2.76
12.69
3.62
275.28
45.37
2.71
13.03
3.78
302.43
47.79
2.8
13.57
4.02
320.56
49.91
2.84
14.32
4.19
pictured above
Travel Iowa Impact Study 350 results for Dubuque County since 2002.
300 250 200 150
impact study
marketing co-op program 186.03 166.84 n twenty fourtee
100 pictured above
50 Marketing Co-Op Booklet.
Click here to read more.
0 2002
2003
Expenditures SO M ETI M ES W IT H G RE(Millions) AT for their organization including print, SUCCESS ‌ CO M ES G RE AT CHANGE.
On June 6, 2013 the Dubuque Area Chamber of Commerce announced a new governance structure for the CVB. In years past, the CVB was a division of 253.2related253.66 the Chamber and travel industry 236.82 Chamber members received the benefits 214.72 and promotion of their organization by 200.13 both the Chamber & CVB. In July of 2013, the CVB began as its own organization; operating as a destination marketing organization whose sole focus is providing and advocating for a strengthened tourism infrastructure for both visitors and partners. To take the first step in this process, 2006 2008 the CVB2005 developed a unique2007 Marketing Co-Op Program to provide our partners maximum promotion and exposure. The 2014 Marketing Co-Op Program offers businesses various levels of participation
2004
www.traveldubuque.com
online, social, promotional opportunities and much more.
320.56
This co-op is one step of many 302.43 that the CVB will take to ensure our industry continues 275.28 to flourish. We believe that when we 254.03 partner together, we can design a unique experience for our visitors and create new opportunities for our partners. It is through new opportunities such as these that the CVB continues to strive for new heights, new milestones, and new opportunities for reinvention‌again and again.
2009
2010
Keith Rahe is the President & CEO of the Dubuque Area 2011 Convention2012 & Visitors Bureau.
Sports & Events
Fall 2013 Traveler
Approved Funding
Dubuque Regional Sports Commission Tyler Daugherty
pictured Above
International Dragon Boat Races
The Dubuque Regional Sports Commission, which falls under the Dubuque Convention and Visitors Bureau, was recently approved for funding from the Iowa Economic Development Authority (IEDA). The Dubuque Regional Sports Commission has received funding for eight consecutive years, and was one of ten communities approved by the IEDA for FY14. Funding, which the State of Iowa must be lobbied to build into the
DockDogs
2013 World Championships Tyler Daugherty
Pictured above
DockDog Canine Competitor
The DockDogs World Championships return to Dubuque and the Five Flags Center yet again in November, and 2013 looks to create another splash in the community. Beginning Thursday, November 14, competitors will take to the pools to try and capture titles in various divisions. Admission is free and families are encouraged to come down and join in on all the fun and excitement.
budget, was used for the sponsorship and marketing needs of 19 events in FY13. Such events include: International Dragon Boat Races, Grandview Gallop, Winter Iowa Games, and DockDog World Championships. Since 2007, Sports Commission dollars have had the following impact on the community: • 110 events supported • $32 million generated in economic impact • 360,000 visitors from across the U.S.
Quebec represented in last year’s pool of contestants. During the weekend of DockDogs in 2012, the City of Dubuque hotel occupancy was up 20% compared to previous years. An economic impact of over $409,000 was estimated.
Tyler Daugherty is Sports & Events Manager for the Dubuque Area Convention & Visitors Bureau.
The 2012 DockDogs World Championships attracted over 3,500 spectators to the three day competition, and 312 unique competitors signed up to compete. Competitors traveled from all across the United States and Canada with a total of 37 states, as well as teams from British Columbia, Ontario, and
Page 7
Marketing & Promotion
marketing co-op program twenty fourteen
pictured above
Marketing Co-Op Booklet available online. Click here to view. categories2
Attractions, Events, Nature & Outdoors, Restaurants, Retail, Sports, Bed & Breakfasts, Cabins, Campgrounds, Cottages, Guest Homes, Inns and/or Rentals, Full Service & Select Service Hotels
Marketing Co-Op A New Opportunity Taylor Kellogg The CVB is focused on providing the best possible promotional opportunities for its partners. With a strategic and targeted approach, the CVB presents the 2014 Marketing Co-Op Program. What makes a business eligible? Businesses must fall into (at least) one of the travel related categories2 as defined by the CVB. There are also two subsets of the Basic Marketing Co-Op that interested businesses must fall into - Inside of Dubuque County Co-Op Participants and Outside of Dubuque County Co-Op Participants. Businesses located in the City of Dubuque and/or Dubuque County that fall into the categories of travel related businesses as defined by the CVB are eligible for Basic Marketing Co-Op at no cost. Businesses located outside of Dubuque County that fall into the categories of travel related businesses as defined by the CVB AND are located within a 50 mile radius of Dubuque are eligible to invest in a Basic Marketing Co-Op. For both particpants, a Basic Marketing Co-Op includes the following: ›› Listing in the Dubuque Area Visitors Guide ›› Listing on www.traveldubuque.com ›› Listing in the Meeting Planner Guide, Group Tour Guide, and Sports Directory Guide* ›› Brochure Space in Iowa Welcome Center ›› Submission of events to our online calendar at www.traveldubuque.com and at the Iowa Welcome Center.
www.traveldubuque.com
›› Consideration for marketing promotion at the discretion of the CVB ›› Participation in the Dubuque Area CVB Sales Committee ›› Visitor Guide Distribution Point
The CVB has designed the Basic Marketing Co-Op to allow for businesses to take part in this program with a minimal investment. However, we encourage businesses to consider the additional opportunities and benefits. Add on to a Basic Marketing Co-Op with Co-Op Plus. This opportunity allows businesses to heighten their promotion and participation through web, print and much more. Take the next step with the Elite or Premier Marketing Co-op and receive the exclusivity only these programs provide. From ad placements in key CVB publications to enhancements of the Basic Marketing Co-op, businesses will benefit from the added exposure. Event sponsorships are also available for What Women Want Dubuque Style, Mantastic Guyathlon, Duathlon & 5K, Border Battle and DockDogs World Championships. Choose from a variety of levels of participation and benefit from the additional exposure gained from sponsoring these events.
Taylor Kellogg is Director of Marketing for the Dubuque Area Convention & Visitors Bureau.