Brad Toll - Amazon Web Servicesgreen-bay.s3.amazonaws.com/digital_files/2503/2015... · 2016. 3....
Transcript of Brad Toll - Amazon Web Servicesgreen-bay.s3.amazonaws.com/digital_files/2503/2015... · 2016. 3....
Brad TollPresident/CEO
Welcome Officials
State Senator Frank LaseeState Representative Eric Genrich
State Representative John Macco
County Executive Troy Streckenbach
Green Bay Mayor Jim Schmitt
Green Bay Alderman Randy Scannell
Algoma Alder/Tourism Committee Jan Dart
US Representative Ribble Carl Soderberg
Thank You Corporate Sponsors
Greater Green Bay CVB
Board of Directors
• Ron Antonneau –Wisconsin Public Service
• Scott Dettmann – Tundra Lodge
• Joy Krieger – Algoma Chamber of Commerce
• Geoff Lacy – Davis & Kuelthau
• Bill Meulbroek – SchenckBusiness Solutions
• Steve Ninham – Oneida Representative
• Tom Olson – Member At Large
• Pat Olejniczak – Kress Inn & Bemis Conference Center
• Ed Policy – Green Bay Packers
• Steve Sengstock – Heritage Hill State Historical Park
• Adrian Ulatowski – Davis & Kuelthau
• Carol Van Vreede – Skyline Exhibit Resources
• David Vincent – Baymont Inn & Suites
• Mark Wagner – Green Bay Packers
• Bruce Wolf – Comfort Suites/
1951 West
CVB Mission
Market to out-of-town visitors
Advocate for visitor needs
Link visitors to our partners
Generate business sales and
tax revenue
Sarah KlavasDeputy Secretary
Wisconsin Department of Tourism
TOURISM WORKS FOR WISCONSIN
• All 72 counties increased in visitor spending.
• Visitor growth topped 102 million.
• Per trip spending increased 5.3%
• Tourism directly and indirectly supports 187,643 jobs.
ECONOMIC IMPACT OF TRAVELER EXPENDITURES
Travelers
Meetings & Conventions, Gas, Food, Lodging, Amusement, Recreation, Entertainment, Campgrounds
Community
Car, Rental Car, RV
April 2015
The Economic Impact of Tourism in:
Brown County, Wisconsin
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Key themes for 2014
The Brown County, Wisconsin visitor economy surged in 2014.
Visitor spending grew 5.5% to reach $588 million.
Brown County ranks 5th among all Wisconsin counties when
ranked by visitor spending.
Visitor spending growth in the county was higher than the state
average in 2014.
Visitor spending generated $980 million in total business sales.
A total of 11,202 jobs, with income of $405 million were sustained
by visitors last year.
Including indirect and induced impacts, tourism in Brown County
generated $85 million in state and local taxes and $103 million in
Federal taxes last year.
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How important is tourism
Visitors spent $141 million on food and beverages in 2014 – or
about the same amount as all salaries paid to the Green Bay
Packers players.
11,202 jobs were supported by visitor spending in Brown
County in 2014 – which would be just about one job for every
resident of Suamico.
The $85 million in state and local governmental revenue would
fund about 85% of the City of Green Bay’s budget.
Key Themes
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Employment growth in source markets
Employment in key source
markets has been growing
since 2010 with growth
significantly increasing in late
2013 and 2014.
The growth in the number of
jobs has helped lower the
unemployment rate to near to
pre-recession levels.
More employed people
increases income, supporting
travel spending from key
source markets.
0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
10%
2,600
2,650
2,700
2,750
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2,850
2,900
2,950
2007Q1
2008Q1
2009Q1
2010Q1
2011Q1
2012Q1
2013Q1
2014Q1
Th
ou
sa
nd
s
Employment - Total Unemployment rate
$
Wisconsin Employment & Unemployment
0%
2%
4%
6%
8%
10%
12%
4,000
4,100
4,200
4,300
4,400
4,500
4,600
4,700
2007Q1
2008Q1
2009Q1
2010Q1
2011Q1
2012Q1
2013Q1
2014Q1
Th
ou
sa
nd
s
Employment - Total Unemployment rate
$
Chicago Employment & Unemployment
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Consumers are feeling more cheerful
Businesses and consumers are feeling more optimistic
about the state of the economy and their personal financial
situations.
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Lower Fuel Prices Free Up Resources
Fuel prices have been on
a two-year slide, freeing up
resources to spend in
other categories.
Low gas prices also boost
consumer confidence,
encouraging more trips
and visitor spending that
otherwise might not occur.
The lower gas prices save
each household around
$1000.
$1.00
$1.50
$2.00
$2.50
$3.00
$3.50
$4.00
$4.50
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All grades gasprices12 m mov ave
Fuel Prices steadied in 2013 & 4
Source: Tourism Economics
Midwest All Grades Conventional Retail Gasoline Prices
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Plunging gasoline prices are a boon for consumers
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Around $1000 per household in
2015
Local Visitor Spending Analysis
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Visits
Visits are defined as the
number of person-stays of
travelers, i.e., one person on
one visit to Brown County
either overnight or over 50
miles for a day trip.
Brown County welcomed nearly
5.3 million visits in 2014.
Of those 5.3 million visits,
nearly 1.8 million (33%) were
overnight visits.
Day visitation grew 2.8% in
2014, supporting visitation
growth.
-1.5%
-1.0%
-0.5%
0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
3.0%
0
1,000
2,000
3,000
4,000
5,000
6,000
1 2 3 4
Overnight Day % Change
$
VisitationThousands of Person-stays
Sources: Tourism Economics
Overnight, 1,77433%
Day3,52367%
Brown County VisitsThousands of person-stays
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Visitor spending
Driven by improving
labor markets and
stronger consumer
confidence in key
feeder markets,
visitor spending in
Brown County
surged in 2014,
growing 5.5% to
reach $588 million.
Brown’s visitor
spending growth in
2014 was the highest
since 2011.
$481.5
$536.6 $550.7 $557.7$588.4
0%
2%
4%
6%
8%
10%
12%
0
100
200
300
400
500
600
700
2010 2011 2012 2013 2014
Visitor Spending % Chng
$
Tourism Industry SalesUS$ Millions
Sources: Tourism Economics
Pch
Spending Category 2011 2012 2013 2014 Change
Lodging $112.3 $113.0 $113.4 $121.4 7.08%
Food & Beverages $125.5 $127.3 $132.9 $141.2 6.28%
Retail $114.0 $112.7 $112.1 $115.5 3.02%
Recreation &
Entertainment$93.7 $97.9 $101.7 $110.4 8.55%
Local Transportation $91.0 $99.6 $97.6 $99.9 2.32%
Total $536.6 $550.7 $557.7 $588.4 5.51%
Growth Rate 2.63% 1.28% 5.51%
Visitor Spending and Impacts
Brown County
Millions
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Visitor spending by sector
Nearly a quarter of the
average visitor dollar is spent
on food and beverages.
Twenty cents of the visitor
dollar goes to hotels, motels
and other paid
accommodations.
Retail shopping is the third
largest sector with just under
20%.
The share of the visitor dollar
spent on lodging reached
20.6% in 2014, up from 20.3%
in 2013.
Lodging20.6%
FnB24.0%
Retail19.6%
Rec18.8%
Ltrans17.0%
Visitor Spending by Sector
Sources: Tourism Economics
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Seasonality of visitation
Nearly 55% of all room demand
is in Q3 &4 with hoteliers making
60% of all revenue in the second
six months of 2014.
Room demand rebounded in Q3,
posting growth of 6.7%, the
highest in 2014.
With the higher rates associated
with Packer games, 30% of room
revenue is in Q4 while only 24%
of room demand is in that
quarter.
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5
10
15
20
25
Q1 Q2 Q3 Q4
2011 2012 2013 2014
Brown County Hotel Room Revenue$ millions
Source: Smith Travel Research
0%
5%
10%
15%
20%
25%
30%
35%
Q1 Q2 Q3 Q4
Revenue Rooms
Brown County Hotel Rooms and RevenueQuarterly Share, 2014
Source: Smith Travel Research
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How visitor spending generates impact
• Lastly, the induced impact is
generated when employees
whose incomes are
generated either directly or
indirectly by tourism, spend
those incomes in the state
economy.
• Travelers create direct economic value within a discrete group of sectors (e.g. recreation,
transportation). This supports a relative proportion of jobs, wages, taxes, and GDP within each
sector.
• Each directly affected sector also purchases goods and services as inputs (e.g. food
wholesalers, utilities) into production. These impacts are called indirect impacts.
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Direct impacts of visitor spending
Business Day
The $588 million in visitor spending directly supported 8,330 jobs in
Brown County in 2014.
The 8,330 jobs in Brown County provided $289 million in wages
and benefits to those employees.
Percent Percent Percent
County 2012 2013 2014 Change 2012 2013 2014 Change 2012 2013 2014 Change
Brown County $550.7 $557.7 $588.4 5.51% 8,538 8,324 8,330 0.07% $274.7 $287.6 $288.9 0.48%
Wisconsin $10,375.6 $10,843.1 $11,419.1 5.31% 130,388 131,484 132,920 1.09% $2,449.1 $2,512.8 $2,610.9 3.90%
Share of State 5.31% 5.14% 5.15% 6.55% 6.33% 6.27%
Brown County and Wisconsin
Visitor Spending and Impacts
Visitor Spending Employment Labor Income
Millions Direct Millions - Direct
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Total impacts of visitor spending
Business Day
2014 saw $588 million in visitor spending which supported another
$392 million in business sales for a total visitor-supported business
sales of $980 million in Brown County.
More than 11,200 Brown County jobs were supported by visitor
spending in 2014.
Percent Percent Percent
County 2012 2013 2014 Change 2012 2013 2014 Change 2012 2013 2014 Change
Brown County $906.2 $928.8 $980.5 5.57% 11,319 11,196 11,202 0.05% $382.1 $399.3 $405.5 1.57%
Wisconsin $16,773.9 $17,523.2 $18,475.6 5.44% 183,786 185,495 187,643 1.16% $4,512.1 $4,657.6 $4,829.9 3.70%
Share of State 5.40% 5.30% 5.31% 6.16% 6.04% 5.97% 8.47% 8.57% 8.40%
Total Tourism Impacts
Brown County and Wisconsin
Business Sales Employment Labor Income
Millions - TotalTotal Total
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Tax impacts of visitor spending
Business Day
State and local governments benefitted by collecting $85 million in
tax revenue coming from visitor activity in Brown County.
$39 million in local governmental revenue was supported by visitor
activity in 2014.
In the absence of the state and local taxes generated by tourism,
each Brown County household would need to pay $855 to maintain
the current level of government services.
Percent
County 2012 2013 2014 Change 2012 2013 2014
Brown County $82.4 $82.9 $85.3 2.84% $98.0 $102.0 $102.8
Wisconsin $1,300.9 $1,356.3 $1,412.3 4.13% $983.6 $1,011.0 $1,052.3
Share of State 6.34% 6.12% 6.04%
Tourism Tax Impacts
Brown County and Wisconsin
State and Local
Millions
Federal
Millions
Taxes
Destination Promotion:
An Engine of Economic Development
How investments in the visitor economy
drive broader economic growth
The dividends of destination promotion
extend far beyond visitor-related industries
and include significant site relocations and new investments in unrelated sectors.
Destination promotion efforts build inbound
travel volumes that support expanded air
services.
Visitor spending helps support
a broader and higher quality
set of local amenities than an area could otherwise sustain.
Destination marketing builds the brand of a
place by defining and communicating its
uniqueness and attractiveness to potential
visitors and investors.
Select economic clusters could be
targeted for conventions and
conferences, bringing thought
leaders and decision makers into
our community to experience it first
hand.
Brenda KrainikDirector of Marketing & Communications
Greater Green Bay CVB
Top Origins
71.4% Visitors
Wisconsin
#17
What does the Travel Party Look Like?
42%
26%
17%
10%
6%
Does Age Really Matter?
41%
25%
35-5434%
Top Activities
Visiting Family
& Friends
Activity
#112
Length of Stay
3.5 Million67%
1.8 Million33% 5.3
Million
1Night60%
2-3Nts30%
4-7Nts
7%
8+Nts
3%
Top Reasons
Leisure Travel
Reason to Stay
Overnight
#15
Hotel Occupancy
56.6%
Average
Daily Rate
• Are you social?
• Do you collaborate?
• Have a marketing budget.
• 1 memorable experience
• Be picture perfect “# @”
• Collect visitor data and USE IT
What Can I Do?
Dr. Lalia RachFounder & Partner
Rach Enterprises