annual report2013 / 2014

Julie KronlageDirector of Sales

Christine SchmidtHospitality Manager

Keith RahePresident & CEO

Tyler DaughertySports & Events Manager

Sara HantenDirector of Operations

Taylor CummingsDirector of Marketing

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

2

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.

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.

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 rahePRESIDENT & CEO

from the president...leadershipBoard AppointmentsAmerica’s River Corporation

Keith RaheEastern Iowa Tourism Association

Keith RaheFive Flags Civic Center

Tyler DaughertyMeeting Professionals International Heartland Chapter

Julie KronlageTri-State Tourism

Keith Rahe

PartnershipsAmerican Bus Association

America’s River Corporation

Circle Wisconsin

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

dubuque area convention & visitors bureau annual report 3

John SutterVICE CHAIR National Mississippi River Museum & Aquarium

Tony PfohlFischer Companies

Mike Van MilligenCity of Dubuque

Wayne DemmerDubuque County Supervisors

Mike DonohueTREASURER US Bank

John Tallent Medical Associates Clinic & Health Plans

Mayor Roy D. BuolCity of Dubuque

Ric JonesCity of Dubuque

board of directorsadvisory committee

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

4

dubuque area convention & visitors bureau annual report 5

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.

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.

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.

joyce white2013-2014 CHAIR OF THE BOARD

a word from the chair...

our missionThe Dubuque

Area Convention & Visitors Bureau (CVB) will lead

tourism destination promotion and development to

enhance and expand the Dubuque area

experience.

5

Diamond Jo Casino [ Wendy Runde ] Julien Dubuque International Film Festival [ Michael Coty ]6

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.

growthThe 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.

community brandingTourism 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 impactTourism 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 lifeWhen 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.

what is tourism?

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

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

STATE TOURISM OFFICE People’s

Choice Award

STATE TOURISM OFFICE Outstanding

Marketing Material

NAMED 2014 Best of the

Midwest

2013-2014 accolades

Julien Dubuque International Film Festival [ Michael Coty ] 7

8 twenty fourteen

community branding

Implemented the 2014 Marketing Co-Op Partnership

with 550+ travel industry partners.

highlightsSecured grant funding for

branding efforts of fiscal year 2015 television campaign.

Hosted International Pow Wow Familiarizaton tour

of Dubuque to domestic & international media writers.8

what is your age? what is your length of stay?

the visitor

what is your gender? what are your interests?

50 - 59 29.8%

38.9% 30.4% 13.7%

60 + above 27.9%

40 - 49 22.2%

30 - 39 12.9%

20 - 29 7.19%7.19%

33.7% male66.3% female

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.

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

1 Mississippi River

2 Historical Attractions

3 Museums

4 Festivals & Events

5 Wineries, Breweries & Distilleries

6 Scenic Byways

7 Outdoor Activities

8 Shopping

9 Gaming

10 Antiquing

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.

2days

3days

1days

dubuque area convention & visitors bureau annual report 9

Chicago

Milwaukee

top 10 cities from online

Dubuque

Iowa City

Davenport

Cedar Rapids

Des Moines

Minneapolis

Omaha

Madison

Dubuque Fighting Saints [ Dan Lehv & Bernie ]

What is tourism?

top 5 states for visitor guide requests

welcome center visitation

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.

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

16.4%in iowa

15.7%in illinois

14,205individuals

8,063travel parties

13.6%in wisconsin

6.0%in minnesota

4.0%in missouri

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

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

10

Chicago

meetings

group tours

group tours segment: riverboatsThe 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

national state park directors

September 2-6, 2013With attendees from across the

country, this was the first time the conference was hosted in Dubuque.

250+ in attendance

what women want, dubuque style

April 5, 2014Over 500 women attended the 3rd

annual girlfriend’s getaway. With shopping, makeovers and live

entertainment, this event continues to grow year to year.

dockdogs world championships

November 15-17, 2013This event welcomed 368

competitors with representation from 32 states and 2 Canadian

provinces.

unique eventswhat women want,

dubuque style7 motor coaches were secured for the 3rd annual girlfriend’s getaway.

Groups came from Iowa, Wisconsin, Illinois & Minnesota

one-on-one appointments

American Bus AssociationHeritage Clubs International

MarketplaceThe CVB met with 50+ group tour planners at various tradeshows.

iowa league of cities

September 25-27, 2013Attendance for this event was at an all time high for this state

association.1,100+ in attendance

america’s river festivalJune 13-14, 2014

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.

national holstein association

June 24-28, 2014First time this national conference

was held in Dubuque. 5 foreign countries were represented.

1,200+ in attendance

field of dreams 25th anniversary

June 13-14, 2014Over 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.

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

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.

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.

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.

dubuque area convention & visitors bureau annual report 11

12 twenty fourteen

economic impact

Increased travel related expenditures by 5.9%.highlights

Hosted the National Holstein Convention which had an

impact of $1.75 million.

The Dubuque Regional Sports Commission generated $6.2

million in impact.12

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

550travel

industry partners

impact by the numbers

impact by the dollar

1.9 millionvisitors

$320.56million

National Mississippi River Museum & Aquarium [ John Sutter ]

2,840travel

related employees

70,000convention delegates

4,000group tour delegates

$3K

$11K

$175K

$623K

46,388sports related visitors

14,205individuals in the welcome

center

What is tourism?

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

13

13 -

14

12 -

13

11 -

12

10 -

11

JunMayAprMarFebJanDecNovOctSepAugJul

69.70% 70.40% 66.40% 69.60%

51.70%40.60% 44.40%

47.20% 51.20% 53.50%59.70%

72.10%

72.70%

71.40%

71.30%

71.10%

70.90%

65.40%

66.90%

71.70%

66.10%

70.20%

70.60%

71.10%

54.00%

49.70%

45.80%

41.80%

39.50%

40.40%

45.70%

43.90%

42.20%

46.80%

48.40%

46.30%

53.70%

53.00%

53.00%

51.50%

50.50%

57.00%

59.10%

60.50%

61.00%

69.10%

75.90%

69.00% Monthly breakdown of city wide occupancy for 2010 - 2014.

The Smith Travel Report (STR) Monthly Comparison for 2013-2014 This report gathers information from the Top Ten County Hotel Markets in Iowa - Polk, Linn, Scott, Pottawattamie, Black Hawk, Story, Johnson, Dubuque, Woodbury & Dallas.

58.3%in 2013 - 2014

58.7%in 2012 - 2013

58.5%in 2011 - 2012

57.6%in 2010 - 2011

0

10

20

30

40

50

60

70

80

68

.2%

71.1

%

63.

0%

63.

8%

53.9

%

44.5

%

43.2

%

54.5

%

56.3

% 63.

2%

65.

6%

69

.7%

70.4

%

80% 80%

51.7

%

69

.6%

66

.4%

44.4

%

40.6

% 47.2

%

51.2

%

53.5

% 59.7

%

72.1

%

0%

JuneMayAprMarFebJanDecNov.OctSeptAugJuly

city wideoccupancy

STR Dubuque

72.5

%

$973,980.06

$995,749.19

$995,125.42

$957,539.87

$1,179,409.20

$1,359,771.8

0

$1,390,817.80

$1,534,922.40

$1,602,906.50

$1,637,309.40

$1,623,856.80

$1,716

,218.30

$1,843,433.13

$1,919

,688.47

$1,959,353.83

Q4

Q3

Q2

Q1

'15'14'13'12'11'10'09'08'07'06'05'04'03'02'01Year

Year 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

6.91%average annual growth

in Hotel/Motel Tax

Records since 2005

Best Western Dubuque Hotel & Conference Center [ Stacy Farrey ]

What is tourism?

hotelmotel taxtecords

a closerlook...

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

15

16

America’s River Soccer Classic

American Trust/Wendy’s Classic

Bellevue Youth League

Bud Light Border Battle

DockDogs Worlds Competition

Dubuque Area Swimming Hurricanes

Dubuque Blowout

Dubuque Duathlon

Gaelic Gallop

Grandview Gallop & America’s Run

International Dragon Boat Festival

Iowa Special Olympic Winter Games

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

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...

FY 2014 Estimated Spectator Totals...

FY 2014 Estimated Economic Impact

$6.2 million

sports + events america's river festival

8,200total festival attendance

attendees from

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.

$456,261in estimated economic impact

19events

13,443

28,125

129.1%increase in budgeted

net income

35.3%increase in budgeted

ticket sales

cities states countries

285 24 5

dubuque area convention & visitors bureau annual report 17

18 twenty fourteen

qualityof life

Development of an inclusive television campaign.highlights The CVB became a mission

partner of Inclusive Dubuque.

Partnered with various local events to expand promotional

opportunities.18

inclusivity

culturalvibrancy

travel federation of iowa

inclusive dubuqueThe 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.

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

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.

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.

voices of the warehouse districtThe 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 watchAssisting 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 festivalThis fast growing event offers visitors a uniqueway 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.

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.

csi: dubuqueCSI: 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.

marketing effortsThe 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.

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.

Dubuque Racing Association & Mystique Casino [ Jesús Avilés ]

What is tourism?

Dubuque Area Convention & Visitors Bureau300 Main Street, Suite 120 Dubuque, Iowa | 52001

www.traveldubuque.com563.845.7698