2016 ANNUAL REPORT AND MARKETING INITIATIVES. December 8 & 9, 2016 Hilton Garden Inn - Middleton
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1 2016 ANNUAL REPORT AND MARKETING INITIATIVES December 8 & 9, 2016 Hilton Garden Inn - Middleton
2 2016 CIRCLE WISCONSIN BOARD OF DIRECTORS Eileen Arnold Casey Ausloos Laura Bradley Julie Gerczak Eva Hoey Cory Mace Mary Ross Amanda Salazar Christy Stueber Real Racine Green Bay Packers Door County Visitors & Convention Bureau Green Bay Visitors and Convention Bureau Kenosha Visitors and Convention Bureau North Central Group Madeline Island Ferry John Michael Kohler Art Center Menomonee Casino Resort
3 EXECUTIVE DIRECTOR It has been exciting this year to see the impact of the branding changes (tour planner, website, logo, and more) that we implemented over the last several years. Our membership continues to grow and expand throughout all regions of the state. The reputation statewide, nationally and globally of Circle Wisconsin has been solidified as the premier destination organization dedicated to the group tour market in Wisconsin. Our Midwest Marketplace event has proven itself as the regional industry event to attend for tour operators and tour suppliers. The positive feedback and ROI expressed has been outstanding. These initiatives, along with you, our fabulous members, are showcasing Wisconsin as one of the top group-friendly destinations. Thank you for your continued support. Wendy Dobrzynski, Executive Director Kerry Cosgrove, Administrative Assistant
4 2016 CIRCLE WISCONSIN MEMBERSHIP BY CATEGORY CHARTER/RECEPTIVE 4% ATTRACTION 38% LODGING 27% SHOPPING 2% FESTIVALS 4% CASINO 3% DMO 22%
5 2016 Circle Wisconsin Membership by Region SOUTH CENTRAL CROSSROADS 16% STATEWIDE 1% 2016 Circle Wisconsin Membership by Level FESTIVAL 4% ASSOCIATE 10% NORTHWOODS & LAKE SUPERIOR 10% WISCONSIN HEARTLAND 9% EASTERN SHORES 60% PREMIER 86% MISSISSIPPI RIVER VALLEY & BEYOND 4%
6 MEMBERSHIP UPDATE Membership 144 as of 12/2/ effective 1/1/2017 New Members to date 8 Attractions 2 Casino 5 DMO s 2 Festivals 3 Lodging * Loss of 11 members in 2016 Membership Levels Premier - $1,200 Associate - $500 Non-Profit Museums - $600 Festivals & Events - $200
7 2016 WELCOME NEW CIRCLE WISCONSIN MEMBERS Americinn Inn Wisconsin Dells Ashland Convention & Visitors Bureau Boerner Botanical Gardens Cabin Ridge Rides German Fest Hayward Lakes Visitor Bureau Hilton Garden Inn Park Place Ho-Chunk Gaming 2017 Hop Head Tours Jewish Museum of Milwaukee Lake Geneva Canopy Tours Legendary Waters Lodge at Leatham Smith Making Spirits Bright Museum of Wisconsin Art Paine Art Center & Gardens Pioneer Village Museum Renard s Cheese Superior-Douglas Visitors & Convention Bureau Visit Beloit The Automobile Gallery Bavarian Bierhaus Country Ovens Wisconsin Cranberry Discovery Center Ephraim Historical Society Hurley Chamber of Commerce Edgewater Hotel Explore La Crosse Old World Wisconsin Radisson La Crosse Thunder Valley Inn Shawano County Tourism Shrine of Our Lady of Good Help Villa Louis
8 2016 CIRCLE WISCONSIN REVENUE MIDWEST MARKETPLACE 22% DEPT OF TOURISM 6% FAM 0% MEETINGS 1% TOUR PLANNER 1% SALES MISSION 2% MEMBERSHIP DUES 68%
9 2016 CIRCLE WISCONSIN EXPENSES ADMINSTRATIVE 10% ADVERTISING 5% TOUR PLANNER 0% PAYROLL 41% CONFERENCES 26% MIDWEST MARKETPLACE 13% MEETINGS 3% MEMBERSHIP 0% FAMS 2%
10 2016 INDUSTRY EVENTS/CONFERENCES American Bus Association National Tour Association Select Traveler WI Senior Centers Heritage Peer Trailways ** WI Governor s Conference on Tourism IPW Travel Alliance Partners International Motorcoach Group Discover America Canada Media Marketplace Great Day Group Leader Show Boomers in Group Experience Lab ** WACVB Fall Conference on Tourism Ontario Motorcoach Association Wisconsin Hotel & Lodging Association ** ** NEW
11 American Bus Association Marketplace 2016 Circle Wisconsin Cheese Booth
12 2016 INDUSTRY EVENTS
13 2017 INDUSTRY EVENTS/CONFERENCES American Bus Association Illinois Association of Park Districts ** National Tour Association Select Traveler Heritage Peer WI Governor s Conference on Tourism WI Senior Centers Trailways Missouri Bank ** Travel Alliance Partners International Pow Wow (IPW) International Motorcoach Association Going on Faith ** Travel Xchange/Media Marketplace Great Day Group Leaders Ontario Motorocoach Association WACVB Fall Conference WH&L Conference Boomers in Group National Tour Association ** NEW
14 2016 CIRCLE WISCONSIN TOUR OPERATOR FAM Exploring the Wisconsin Heartland - Baraboo, Ripon, Central WI and the Dells 2017 CIRCLE WISCONSIN TOUR OPERATOR FAM WILL FEATURE OUR MEMBERS IN THE SOUTH CENTRAL CROSSROAD REGION
15 AMERICAN BUS ASSOCIATION S TOP 100 The Great Circus Parade Baraboo Warren s Cranberry Festival
16 CIRCLE WISCONSIN S 2016 MIDWEST MARKETPLACE March Lake Lawn Resort, Delavan One-on-one appointments 36 Buyers from the US 93 Sellers 59 WI & 34 OTHER STATES 23 Sponsors 2 Feature Editorials in Leisure Group Travel Editorials in E-Newsletters LGT Niche Markets $46,000 Net Revenue Generated 140% Net Revenue Growth
17 2017 CIRCLE WISCONSIN MIDWEST MARKETPLACE April 2-4, 2017 Radisson Conference Center, Green Bay One-on-One Appointments Buyers Tour Operators Bank Travel Leaders Suppliers $445 Circle Wisconsin Members $595 Non- Circle Wisconsin Members Wisconsin, Illinois, Minnesota, Michigan, Iowa, Indiana, North & South Dakota
18 2016 CIRCLE WISCONSIN TOUR PLANNER
19 2016 TOUR PLANNER DISTRIBTUTION, REACH & EXPOSURE - Mailed in February - Wrapped with the February Edition of Leisure Group Travel to over 20,000 Tour Operators/Planners throughout the US & Canada - Digital Version on Circle Wisconsin Website (over 600 views) - Digital Version on Leisure Group Travel s website - Feature editorial on various E-Newsletter s published by Leisure Group Travel Insights E-newsletter for each niche market (70,000 subscribers) - Leisure Group Travel - Student Travel - Religious Travel - Reunion Travel - Distributed at a variety of industry events by Circle Wisconsin and Leisure Group Travel
20 PREMIER TRAVEL MEDIA PARTNERSHIP How and where your guide was promoted: Primary Location: Individual articles and itineraries posted on leisuregrouptravel.com as well Primary Promotional Vehicles Facebook (paid and organic posts for content) Twitter (organic posts for content) Dedicated e-blast for pdf download to newsletter subscriber base Inclusion of Download Module in several InSite Newsletters Inclusion of various content pieces from planner in InSite Newsletters Internal banner advertisements driving readers to the Primary Location page on the website TOUR PLANNER PDF DOWNLOAD Online Views Leads Generated Online Itineraries
21 2017 CIRCLE WISCONSIN TOUR PLANNER Membership Listing Full-color Logo 50 word description w/ contact info 20,000+ distribution Poly wrapped with February edition of Leisure Group Travel Debut at the American Bus Association Digital Planner Circle Wisconsin Website Leisure Group Travel Website 5 Regions Eastern Shores Mississippi River Valley Northwoods & Lake Superior Wisconsin Heartland South Central Crossroads Editorial WI Natural Splendor WI Main Streets WI Culinary Itineraries Exceeded Advertising Goals! 15% Increase in Advertising
22 CIRCLE WISCONSIN WEBSITE Sessions 3:21 2:52 2:24 1:55 1:26 0:57 0:28 0:00 Avg Session Duration % of New Visitors Pageviews 90.0% 80.0% 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0%
23 FACEBOOK TOP POSTS FACEBOOK LIKES
24 DEPARTMENT OF TOURISM Our relationship with the Wisconsin Department of Tourism continues to prosper. We are working closely with Travel Wisconsin on both international and domestic initiatives. Feedback from Stephanie Klett, Secretary of Tourism and Sarah Klavas, Deputy Secretary has been very encouraging and complimentary of the direction our organization has been going. The reputation and recognition of Circle Wisconsin is hitting new heights in the state as well as nationally.
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