20182018ANNUAL REPORT
2018
The Greater Green Bay Convention & Visitors Bureau is the regional destination marketing organization committed to improving the visitor experience, and increasing the economic impact of tourism for its communities to enhance the quality of life for all residents.
We use these values and guiding principles to deliver on customer promises.• Professionalism • Accountability• Community-based• Partnership-oriented• Innovation • Dedication• Effectiveness • High Ethics
MISSION Statement
We are internationally accredited by Destinations International, the world’s largest tourism trade association.
COVER: New Experience Greater Green Bay Visitor Center
Dear Community & Tourism Industry Stakeholders,The Greater Green Bay Convention & Visitors Bureau (CVB) Board of Directors, management and staff are pleased to provide you with the 2018 Annual Report to the Community. It provides you a comprehensive understanding of the work performed by our staff last year. I hope you will see that it reflects the commitment we have to excellence. We are proud of the strong partnerships we cultivate with our stakeholders and tourism partners.
Greater Green Bay’s tourism industry continued to grow in 2018 with a 3.91% increase in direct spending by visitors, which followed an increase of 5.2% in 2017. Attractions continued to invest and expand; additional events took place and new hotel rooms entered our market. Investments made by attractions and venues provide more reasons for visitors to come to Greater Green Bay which is crucial in filling the new hotel rooms. Everything needs to work in unison to successfully build a stronger tourism economy.
The CVB worked closely with a national experiential tourism expert and eight of our partners to develop new experiences for groups. Visitors want to be fully immersed in an experience that emotionally moves them and excites their senses. We began marketing these new “Signature Experiences” and groups are loving the new opportunities and bookings are exceeding the early projections.
The CVB has worked very hard over the past three years developing a visitor center for Greater Green Bay. We work very hard to attract visitors to our community. Equally important, is interacting and engaging with visitors once they arrive! Our Mobile Visitor Center was parked at Green Bay Packers Training Camp for 12 practices (about 2 ½ hours each). We spoke to nearly 13,000 visitors from all 50 states and 34 countries during that time. We sent them to all corners of our community, and encouraged them to stay longer and return often! Imagine the impact we will have when we are talking to visitors every day! The CVB has raised nearly $6 million and by late spring in 2019, construction will begin on this spectacular showpiece to tell our community story.
The CVB is often seen as the “face” of our community’s tourism and hospitality industry, but we are just 13 of the 12,143 individuals providing our visitors with experiences that will create life-long memories. Working together, with our partners, Greater Green Bay is poised to see continued tourism growth for many years to come.
Brad Toll, CVB President & CEO
Pat Olejniczak, CVB Board Chair
Major renovations at five lodging properties brought an opportunity for an upgraded visitor experience. Our area saw an increase in the average daily room rate, and a cumulative two year increase of 9 percent in room tax revenue.
2018
4,389Rooms
Available
932,292Hotel Room Nights
Sold
3.5%From 2017
Room Tax Revenue
4.7%From 2017
$104.29Hotel
Average Daily Rate
(ADR)
Hotel ADR58.2%Occupancy 1.2%
From 2017
How does the CVB operate?The CVB has been designated by the Brown County Room Tax Commission as the area’s “Tourism Entity” or official destination marketing organization. The commission directs that a portion of the room tax collections be allocated to the CVB to support our overall operation and sales and marketing efforts. The organization’s activities are overseen by a 14-person board of directors made up of community business and tourism leaders. The CVB staff includes 13 full-time and 2 part-time employees.
Advocacy The tourism industry in Brown County and the State of Wisconsin is an economic powerhouse. Visitors to Brown County alone had a total impact of more than $1 billion generating over $100 million in state and local taxes. Sharing that message with our state legislators, local government and community leaders and residents helps them to understand the importance of the tourism industry. The CVB also communicates the challenges the industry faces. In 2018, the CVB CEO had meetings with 58 elected officials (federal, state and local) to discuss tourism issues that affect Brown County. Please contact the CVB with any concerns you have regarding legislation/ordinances you feel impact the tourism industry.
positions on Boards
National State Local
17
16 14 18
CVB HOLDS MEMBERSHIP
with Industry Associations and Local Organizations
• Increase State Tourism Marketing Funding
• Maintain September 1 School Start Date Law
• Support Creative Economy Grant Program
• Maintain Room Tax Law
• Improve Transportation Infrastructure
CVB STAFF HOLDS
2018 LODGING INDUSTRY GROWTH
5 TOURISM ISSUES
2018 TOURISM IMPACT5.8 Million people visited Brown County
$697 Million (+3.91%) Brown County Visitor Expenditures
Brown County Visitor Spending by Season $ Millions
2 million34%
Overnight Visits
(+1.2%)
3.85 million66%
Day Visits(+2%) 12,143 Jobs
Supported in Brown County
Recreation, Arts, Entertainment
19.3%$134 million
Direct Visitor Spending includes hotels, retailers, restaurants, attractions, transportation services and other businesses, and supports jobs in Brown County.
2018 Research Provided by Tourism Economics,
Wayne, Pennsylvania.
Retail
19.1%$133 million
Food & Beverages
23.8%$166 million
Accommodations
21.9%$153 million
Transportation
15.9%$111 million
Q1
Q2
Q3
Q4
$128
$168
$224
$177
Brown County tourism generated $43.5 million in local taxes.
Without taxes generated by tourism, each
Brown County household would need to
pay $940 to maintain the current level of
government services.
20182016 2017
41
41
41
41
41
41
141
141
141
141
141
4341
41
41
41
43
43
43
43
Kewaunee 1
Greenleaf 3Wrightstown 1
Denmark 2
Bellevue 9
De Pere 30
Allouez 14Airport 6
Oneida 13
Pulaski 1
Algoma 13
New Franken 2
Green Bay East 37
Green Bay West 26
Green Bay Downtown 44
Howard/Suamico 30
Ashwaubenon 77
BUSINESS DEVELOPMENTBusinesses that want traffic from out-of-town guests look to the CVB for referrals, recommendations, social media mentions, networking, business leads and advice. Our staff keeps tourism-friendly local businesses in front of the traveling public. Businesses who are members of the CVB are featured in advertising, national media stories, www.greenbay.com and promotional materials.
Business Memberships by RegionBROWN COUNTY
Membership by CategoryPARTNEREVENTS 29
Hosted
Shopping & Retail 10%
Accomodations 16%
Agencies & Nonprofits 4%
Nightlife 1%
Attractions & 25% Entertainment
Culinary 36%
Professional Services 8%(includes Transportation)
NEWMEMBERS 27
Attendees at950NETWORKING EVENTS
Created by the CVB to promote hospitality readiness in Greater Green Bay, the Tourism Insider Program (TIPs) graduated 148 local professionals in 2018. This is an educational opportunity for any community member interested in providing a great visitor experience, no matter what industry they work in.
Make the Right
GAME TIME Decision
80,000 sq. ft Convention Center - 4,500 Hotel Rooms
One-of-a-Kind Meeting Venues & Group Experiences
Schedule Your Tour at MeetInGreenBay.com
Contact Beth Ulatowski
920-405-1156
BOOK GREEN BAY, WI
SPORTS MECCA
RELIGIOUS EXPERIENCE
Green Bay is known around the world as the home of the Green Bay Packers. Visiting historic Lambeau Field is on the bucket list of many sports fans. Tour the stadium and the museum. Dine on site.
The National Shrine of Our Lady of Good Help was declared a holy place February 2011 by the Vatican. Located in Champion, 17 miles west of Green Bay, pilgrims from all over the world have visited this modest country church.
CULINARY FINDS
WATERFRONT ACTIVITIES
Our destination offers field to fork dining experiences, the famous Wisconsin cheese you always hear about, some of the best chocolate you’ll ever taste, craft brewing operations that each have a unique twist and wineries producing a cold-weather grape flavor only found in Northeastern Wisconsin.
Along the shore of the Fox River in downtown Green Bay, you’ll find a la carte dining Wednesdays at Dine on the Deck, free concert Fridays and dining options that make visiting the riverfront an enjoyable time. See the freighters cross under the bridges, leisure boats cruising, kayaks paddling and the River Tyme river boat touring groups of guests.
HISTORY REVISITED
NATIVE AMERICAN CULTURE
Heritage Hill State Park, Neville Public Museum, the National Railroad Museum and The Automobile Gallery are just a few options for the history lover. Your group will love the “If Tombstones Could Talk” cemetery walk, the popular Civil War re-enactments and the Packers Heritage Trail trolley tours.
Visit the Oneida Nation Museum, picnic at the buffalo overlook or experience the native village. Even some of the early Green Bay Packers players were native. Every Independence Day weekend, you can watch native dance at the Oneida Pow-wow and sample cultural cuisine.
GreenBay.com
NEW in2019
Find UsFollow Us
EXPERIENCES
signatureLOOKING FOR SOMETHING NEW AND EXCITING? Be part of the action! Go behind the scenes! Amp up your group visit by trying a Green Bay Signature Experience. See history and performing arts from a whole new perspective. Have an animal encounter. Challenge your senses, and see things you’ve never seen before.
We can help build an unforgettable visit to Green Bay!
Call Julie at 888-867-3342 or e-mail [email protected].
BOOK TODAY! greenbay.com/signature-experiences
JOIN US FOR
Over 50 restaurants participate in Green Bay Restaurant Week. Taste your way through
the city. Enjoy award-winning cuisine and check out our local wineries and breweries during your visit!
www.GBrestaurantweek.com
888-867-3342
See Our Menus Online!
#GBEatWeek@GBEatWeek
GREAT
GREAT
GREAT
GREAT
FOOD
TEAM
FUN
SCENERY
NATURE CONNECTS
Art with LEGO Bricks
16 Giant Sculptures
Green Bay Botanical Garden
Through August 19
ONEIDA NATION
POW WOW
Dance Competition, Food & Art
Norbert Hill Center
June 29-July 1
GREEN BAY
RESTAURANT WEEK
Dining Discounts, 60+
Restaurants, Community-wide
July 12-19
PULASKI POLKA DAYS
Polish Music Festival
Live Bands, Parade & Crafts
Downtown Pulaski
July 19-22
For a complete listing of
Green Bay events, visit
GreenBay.com.
Call for Your FREE
Guide to Green Bay
888-867-3342
SOCIAL IMPRESSIONS
COPIES OF THE OFFICIAL VISITORS GUIDE were printed and distributed throughout the United States and 26 countries, with the most international requests coming from Canada.
2,056,917
225,000
This CVB marketing team is responsible for promoting Greater Green Bay and heightening the brand awareness of the destination. The markets we work in are leisure travel, convention sales, sports events, group travel, cruising and international leisure tourism. We produce promotional materials, secure paid advertising, oversee several websites and manage 16 social media channels.
Website Traffic
PAGE VIEWS (All sites)
TOTAL WEB VISITORS
2,041,056
Our E-newsletter lists include Leisure, Meetings, Sports and Partners totaling
E-NEWS RECIPIENTS118,278
950,252
MARKETING
Over the course of the year, CVB staff pitched story ideas to 578 journalists from around the world. We again hosted a significant amount of writers to tour and experience our community. A radio initiative began, with a regular monthly segment on Milwaukee’s WTMJ, and a bi-monthly segment on Green Bay’s WTAQ. In addition, interviews were scheduled on stations in the upper peninsula of Michigan, Fond du Lac, Shawano, Appleton and Door County.
The CVB had a very successful press conference to announce the Experience Greater Green Bay Visitor Center. The event drew more than 100 attendees and every media outlet in Brown County.
Finally, full episodes of our Discover Wisconsin episodes can be streamed on Roku. We are happy to extend the life of this programming, reaching out to viewers across the globe.
Sharing Local NewsConventions and sporting events that are in town throughout the year make use of the free press release distribution services offered by the CVB. Our relationships with the local press help to generate stories on television, in print, online and over the airwaves. Some events are open to the public, and need assistance building local attendance. Others want to communicate ‘giving back’ service projects happening during their visit. This is also an opportunity for the CVB to communicate what types of events we work with and their economic impact.
COMMUNICATIONS
33JOURNALISTS
95STORIES
$870PUBLICITY VALUE
K
INTERVIEWS IN 201894
CONVENTION SALES
2018 Convention HighlightsWisconsin Credit Union League
1,300 people
1,180 room nights
$1.3 million
National Catholic Media Conference
450 people
1,041 room nights
$412,000
National Lutheran Women’s Missionary Society
1,200 people
1,685 room nights
$1.3 million
Our sales staff travels throughout the state and nationally, searching for business that is a good match for our destination. The qualified leads generated are shared with event and convention facilities. Our team works closely with hotels to book business in our community.
HOSTEDSales Team Attended
guests for site visits
TRADE SHOWS 17113
165,048 Room Nights confirmed for future years,
generating economic impact of $132 million
Total Impactof conventions held in 2018 was $100 million
Leads sent have the potential economic
impact of $90.9 million
Our sports sales staff has a hands-on approach with planners of youth, amateur and professional sports considering Green Bay. Tournaments and championships love to hold events in sports-minded cities. Our community’s fields, courts, ice and lanes all play an important role of winning sports business.
ROOM NIGHTS Confirmed for future years
HOSTED 34 DIFFERENT SPORTS
GENERATING ECONOMIC IMPACT
MILLION$39
SPORTS SALES
2018 Sports HighlightsWI USBC Women’s Bowling
State Tournament
12 straight weekends
USA Hockey
18 Under Tier II National Championships
36 teams
$1.36 million Economic Impact
Great Northwest Basketball League
6th Grade Boys Basketball
93 Teams – a new record
WAMO State Dart Tournament
Brown County Arena / ShopKo Hall
4,400 unique dart throwers
$3.3 Million of Economic Impact
Midwest Women’s Bowling Tournament
Five straight weekends in June
3,257 Bowlers
26 states and Canada
BOWLINGP
OO
LC
UR
LIN
GSWIMMING
HOCKEY
SOCCER
SOFTBALL
DARTS
CHEERLEADING
RUNNING
VOLLEYBALLBASKETBALL
ICE
FIS
HIN
G
FO
OT
BA
LL
WR
ES
TL
ING
76,082
DESTINATION EXPERIENCEWhether visiting for a convention or on a family vacation, our staff offers travel assistance and shares local knowledge with visitors to make their experience memorable. Helping convention planners, sports event organizers and the traveling public is all in a day’s work for the CVB team.
• Name badges
• Welcome Packets
• On-Site registration assistance
• Online housing reservation system
• Assistance with speakers, entertainment and guest/spouse programs
219EVENTS
SERVICED
772
13,561Event Packets
28,606Visitor Inquiries
(Phone, Web, Email, Walk-ins)
536,424BrochuresDistributed
29Mobile Visitor CenterEvent Days
SELLING OUR DESTINATION
171One-on-OneAppointments
8
Group Services Provided
Attended
Travel Shows
In October, the CVB launched Green Bay Signature Experiences. It is a collection of eight group-friendly immersion activities, from 90 minute to two hours in length. Each is unique, and can only be done here in Greater Green Bay. Participants include: Let Me Be Frank Productions, Green Bay Botanical Garden, Heritage Hill State Park, Oneida Nation, NEW Zoo, Parallel 44 Vineyard, National Railroad Museum and the Neville Public Museum. The Signature Experiences are an up charge from what a typical tour would cost, allowing for the attraction to generate additional revenue while providing an elevated tour experience.
More info at www.greenbay.com/signature-experiences.
EXPERIENCESsignature
Volunteer Hours
The majority of the CVB’s revenue comes from a tax added to hotel room stays, so the visitors we bring here help fund our marketing efforts.
The change in net assets of -$104,071 was due to unbudgeted opportunities that became available throughout the year.
FY2018 Audited Revenue
FY2018 Audited Expenses
FINANCIAL STATEMENT
82%Room Tax$1,793,898
28%
17%19%7% 29%
18% OTHER REVENUEAdvertising $143,058 7%
Grant Revenue $60,000 3%
Business $70,409 3% Development
Bureau Services $38,605 2% (Housing, Tours, etc.)
Restaurant Week $14,200 1%
Insurance $10,073 .5%
Interest $4,190 .5%
501c3 Refund $18,540 1%
Total $2,142,973
Sales $642,114 29%
Marketing & $632,195 28% Communications
Tourism Sales & $374,329 17% Bureau Services
Administration $443,530 19%
Business Development $154,876 7%
Total $2,247,044
REPRESENTING ALGOMA, ALLOUEZ, ASHWAUBENON, BELLEVUE, DE PERE, GREEN BAY, HOWARD, ONEIDA NATION, PULASKI AND SUAMICO.
Board of DirectorsSusan Garot Executive Director, Green Bay Botanical Garden
Charles Guthrie Athletic Director, University of Wisconsin – Green Bay
Kristine Hall General Manager, Hyatt Regency Hotel – KI Convention Center
Sara Krouse Executive Director, Algoma Chamber of Commerce
Tom Olson Retired Executive
Ed Policy Chief Operating Officer and General Counsel, Green Bay Packers
Dilan Van Ryn General Manager, Lodge Kohler
Executive CommitteeCHAIR Pat Olejniczak Hotel Manager, Kress Inn – St. Norbert College
IMMEDIATE PAST-CHAIR Bruce Wolf Owner, Comfort Suites/Rock Garden/ 1951 West
VICE CHAIR Steve Ninham General Manager, Radisson Hotel & Conference Center
SECRETARY Carol Van Vreede CEO, Skyline Exhibit Resource
TREASURER Debbie Bukouricz Principal, CLA (CliftonLarsonAllen LLP)
AT LARGE Geoff Lacy Partner, Strang, Patterson, Renning, Lewis & Lacy
789 Armed Forces Drive, P.O. Box 10596
Green Bay, WI 54307-0596
888-867-3342 | 920-494-9507
www.greenbay.com
StaffADMINISTRATION Brad Toll, President / CEOCameron Teske, Visitor Center DirectorLaurie Long, Office Coordinator
BUSINESS DEVELOPMENT Jessica Diederich, Director of Partnerships & Community Relations
MARKETING & COMMUNICATION Brenda Krainik, Director of Marketing & Communications
Amanda Schmidt, Marketing Manager
SALES Beth Ulatowski, Director of Destination Sales
Denise Humphrey, Senior Destination Sales Manager
Ben Cahall, Destination Sales Manager
Joel Everts, Destination Sports Manager
Patti Drabes, Destination Services Manager
VISITOR EXPERIENCES Julie Gerczak, Director of Visitor Experiences
Sally Graham, Visitor Experiences Coordinator
Jeremy O’Hearn, Visitor Services Assistant
Randy Breecher, Brochure Distribution
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