initiatives to make the Quad Cities an even more desirable destination.

Transcription

1 Quad Cities: Quarterly Publication of the Quad Cities Convention & Visitors Bureau April 2007 Reporting Fiscal Year rd Quarter January, February, March 2007 One of the major projects the Quad Cities Convention & Visitors Bureau (QCCVB) was involved in this past quarter was the first-ever destination assessment of the Quad Cities area. For five days in January, marketing expert Bill Geist played tourist, meeting planner, group tour planner, and sports planner while doing a Destination Review of the Quad Cities area. Bill Geist, a nationally known consultant and author, has done similar studies across the U.S. The goal of the Destination Review was to gauge the attractiveness of the destination through the eyes of a visitor. The project provided recommendations for development initiatives to make the Quad Cities an even more desirable destination. Bill presented his findings to a crowd of more than 220 people from the Quad Cities community on February 23 rd. Also, Bill led the QCCVB s annual Marketing Retreat with staff and hospitality industry partners to help with the development of a new marketing plan. ROI The QCCVB will implement the plan in their advertising, marketing, and sales efforts for the Quad Cities area beginning with their new fiscal year on July 1, (An summary of the review s impressions and recommendations can be found on pg. 4 of this newsletter.) If you would like a full copy of the Destination Assessment and Review, please Charlotte Doehler- Morrison at cdoehler@visitquadcities.com. Contents Wayfinding Signage Needed Quad Cities Packages Go Online Stats: Hotel/Motel Information Website Lodging Reservations Visitor Inquiries 2 Mississippi Valley Welcome Center Union Station, Davenport Visitor Center Counts Jan. Feb. Mar. 3rd Qtr.07 TOTAL 3rd Qtr.06 TOTAL FY06 2,350 1,669 3,425 7,444 8,158 66, ,364 Moline Depot ,657 QC Airport ,319 GRAND TOTAL 3,036 2,072 4,231 9,339 9,658 80,921* * Includes visitors from the Village of East Davenport. That Visitor Center is now closed. FY06-1,459 Chicago Golf Show Brings Business New Group Travel Websites Stats: Sales Numbers Q-C Sees Growth in International Destination Review Impressions Stats: Trade Shows Quad Cities Kid s Club Leisure Campaigns Rotary Zone Institute Comments Measuring Tourism ROI Stats: Media Contacts Reader Response from Advertising Website Visits Co-op Advertising Be a Tourist in Your Own Backyard Bicycle Rentals Iowa Legislative Day

2 Over 30 Packages Now on QCCVB s Website The new overnight packages are wrapped, and ready for opening on the QCCVB s website! Visitors can now choose from a variety of packages that include; golf, girlfriend getaways, family fun, Mississippi River gaming and boating, romance, historic, and specific festival packages. To learn about them, go to the QCCVB s website at During 2006, the QCCVB s tracking system showed that 84,000 people visited the online packaging page. The problem was once they got there, there were only five packages available. However, thanks to the teamwork of the hospitality community who attended the QCCVB s packaging workshops, there are now 30 different overnight packages available. In fact, hotels/motels are already reporting reservations. A big thank you is due to everyone who is participating in the online packages. The QCCVB will continue to post new packages. If you have an package to post, contact Lynn Hunt at , ext Occupancy Rate Average Daily Rate Hotel Tax Revenues Hotel/Motel Information 3rd Qtr.07 FY06 FY05 FY % 55.9% 57.7% 58.41% $64.90 $61.70 $59.29 $58.65 $1,710,605 $3,360,000 $2,900,000 $3,044,000 Website Lodging Reservations Reservations Room Nights January February March rd Quarter FY07 Total 3rd Quarter FY06 Total FY06 Total FY05 Total Visitor Inquiries 3rd Qtr.07. 3rd Qtr. 06 FY06 FY05 FY04 , Fax, Mail ,096 2,284 2,987 Advertising 3,297 1,116 10,069 11,430 14,198 Phone 1,201 1,445 6,675 7,927 8,852 TOTAL 5,474 3,338 18,840 21,641 25,947 What is the return on a wayfinding system for me? To put it simply people get lost and a Quad Cities wayfinding system would fix that. Many public and private sector organizations continue to work together to implement a comprehensive wayfinding system for the Quad Cities area. The Riverboat Development Authority in 2000 provided the first grant of $35,000 to fund the design of the system. In August 2006, Corbin Design of Traverse City, Michigan, the nation s leading firm on wayfinding completed Phase II of its study by pinpointing 217 signs directing visitors to 85 destinations in the Quad Cities. The estimated cost for the wayfinding system is $400,000 to $600,000 and how to fund and implement the system is being considered now by the state departments of transportation, cities, and other community agencies. The Destination Review conducted by consultant Bill Geist in January 2007 revealed that the Quad Cities remains a large, complex, and difficult-toget-around destination by those who are unfamiliar with the community. Wayfinding goes beyond just servicing visitors. A family seeking to relocate to the Quad Cities, a retiree looking for a retirement home, a doctor considering a job at a local hospital, and an investor looking to open a new business here would all benefit from the wayfinding system. Why? A wayfinding system lets visitors and new residents know they are where they are supposed to be and assures them that they are on the correct way to get where they want to be. Most communities do not yet have wayfinding systems and the Quad Cities would be head and shoulders above the competition with one in place as soon as possible. Bottom line: A feeling of comfort, assurance, and customer service that translates into positive feelings, impressions, and attitudes about the Quad Cities area. Want to know more about wayfinding? Call Joe Taylor at (563) Ext. 116 or jtaylor@visitquadcities.com Joe Taylor, President/CEO 2

3 Golf Show on Par with the Quad Cities The Chicago Golf Show was on par for spreading the word about the upcoming season. On March 16-18, 2007, thousands of leisure-minded golf travelers perused over 700 exhibitors, looking for the latest in golf equipment, destinations, and seminars. Andy Math, Isle of Capri Hotel & Casino, partnered with the QCCVB to showcase area golf courses and new online packages. Daryl Paddock from the Isle of Capri reported that by the Tuesday after the show, they had 40 bookings and the phone is still ringing. TPC at Deere Run has the attention of the Chicago market, and that allowed us to tell the entire Quad Cities golf story over the 3 days, said Lynn Hunt, QCCVB V.P. of Tourism Sales. Chicagoland is a great market for us, because of the short drive, inclusive packages at a tremendous value, and a multitude of excellent courses. One attendee told me 2.5 hours was too far for a round of golf, but after asking him how long he commuted to his office each day, he was ready to listen! Many small golfing groups were interested in our area for their 2007 outings, said Lynn. The QCCVB thanks the golf courses that provided rounds of golf to give away at the show: Glynns Creek, Olathea, Palmer Hills, Pebble Creek, and TPC at Deere Run. We captured 125 addresses, and will continue to market to those individuals, focusing on the packages that are available on our website at Travel Trends A wave of new Web sites is trying to take the hassle out of planning group trips such as family reunions. Sites like Triphub.com and Triporama.com act as an "e-vite" for the traveling set, where trip planners can generate online invitations to friends who can RSVP and coordinate flight and hotel plans. Organizers on Triporama can poll their friends to pick the best travel dates, while Triphub offers a trip calendar and a ledger that tracks who owes how much. Travelers have turned to online travel agents like Expedia and Orbitz for years to book flights and hotels for individuals, couples or single families. But groups, broadly defined as those paying on more than one credit card, have been left behind because technical challenges limit the inventory of hotel rooms and airline seats that can be reserved online. These new sites are seeking to fill that void. (Source: Wall Street Journal) QCCVB Sales Numbers 3rd Qtr. Total FY07 3rd Qtr. Total FY06 FY06 FY05 Meetings, Conventions, Sports, Reunions Booked Meetings, Conventions, Sports, Reunions Leads Inbound Motorcoach & Other Groups Booked Inbound Motorcoach & Other Group Leads Site Inspections/FAMs Sales Contacts ,799 2,012 Important Note: These sales numbers reflect business generated by the Quad Cities CVB and are not representative of the entire Quad Cities community. Number of Members Who Accessed Leads Online (missing 4 mo. of data) 402 Event Servicing Actions

4 Quad Cities Sees Growth in International Market The Agri-Tourism market is continuing to grow and international visitors are back at their pre 9/11 numbers. Margo McInnis, QCCVB Group, Student & International Tours, has been partnering with Iowa and Illinois regions, John Deere, and Chicago, New York, and Canadian Receptives for agricultural tours to the Quad Cities. In collaboration with the International Illinois State Grant, Illinois Bureau of Tourism, and John Deere, the area has seen a steady increase in international attendance through QCCVB sales missions. Quad Cities Kid s Club 42 Joined 3rd Quarter 189 Total Members Also there has been an increase in specific international markets (Asia- China & Taiwan; South America- Brazil & Argentina; India; and South Africa) that seem to be showing great interest in this region, along with the continued influx from France, Germany, UK, Sweden, Norway, Spain, Australia, Russia, and Canada. LuAnn Haydon with John Deere, QCCVB Chicago Receptive Kristine Moyer, and Margo recently met with the IL Dept. of Agriculture and the EPA. These two agencies are very interested in partnering with the QCCVB to promote our International program and their AG programs. They have invited the three to Springfield to meet more of their team and to put together a program that would include this area and their Illinois members. Trade Shows Trade Shows Attended Trade Show Impressions 3rd Qtr. FY FY FY ,367 FY Leisure Campaigns s Sent s Opened Click Thrus January 4, % 21.9% February 4, % 16% March 4, % 24.1% Area Review Overarching Impressions from Geist Study: The Quad Cities is blessed with sensational attractions, but the physical location of attractions and the geographic size of the destination result in a lack of critical mass, resulting in the absence of a sense of place. Directional signage for visitor attractions and services is spotty, at best, causing visitors to doubt whether they are in a true destination. While great strides have been made with the bicycle/pedestrian paths along both sides of the river, the riverfront is still underutilized as a visitor attraction. The region lacks sufficient independent retail and dining options to cause it to stand out among the competition. Lodging and Meeting facilities are plentiful, but only a few stand out as unique among the competition. The region has a number of sports and recreation facilities suitable for tournaments, but lacks sufficient indoor sports facilities for the lucrative winter months. Recommendations from Geist Study: The Corbin Design Wayfinding signage plan should be implemented as soon as possible. The Destination has a full compliment of limited service hotel properties and needs more full-service options. For the RiverCenter to maximize its potential, the Blackhawk Hotel needs to be renovated as a lodging property. The Destination should continue to upgrade and beautify its riverfront with new urban parkland and the addition of more piers, docks, public art, and water features. Increase the amount of night lighting to provide a sense of place after sundown. Move to develop an Indoor Sports Complex and search for ways to expand the outdoor sports facilities. Encourage non-retail businesses occupying first floor storefronts in the area s downtowns to more to higher floors in order to create urban activity hubs. Look for ways to re-open the Freight House as an experiential attraction with a market, dining and/or entertainment. Continue to diversify the types of businesses in The District to include more arts, retail, and dining options. Encourage Outdoor Recreation Outfitters to maximize the opportunities for visitors to better access the Rivers and Trails in the region. 4

5 Heard on the Street When the 2007 Rotary Zone Institute committee members were here on February 23 & 24 for a preconvention meeting, some of the comments that were made were: "I am surprised. This is going to be a great location for the institute!" and "Let people know the Quad Cities, the Radisson, the RiverCenter and Downtown Davenport are all part of a great venue for our group!" The Committee Chair Tom Thorfinnson took it a step further when telling the committee members how to promote the area and likened it to the beginning of baseball season--"make the pitch, swing for the fences figuratively speaking, it will be a great playing field." He then asked committee members if they noticed our beautiful minor league ballpark. The Rotary Zone Institute takes place September 2-9. Industry Information Measuring Travel and Tourism s Return on Investment (ROI) Like the iceberg, the ROI of the travel industry is much more that what s visible above the water. Communities tend to look at local tax revenues and hotel room bookings as their standard method of determining the success of a tourism program. Both of these are good beginnings, but don t tell the whole story. Some benefits lie below the waterline and are evident by new jobs, income, and development. The collective or public benefits of investing in tourism bear greatly on the economy, culture, and personality of destinations of all scopes and sizes. What is here for the visitor is also here for the resident. It is a wonderfully symbiotic relationship that works well for everyone. Imagine if tourism was gone. Imagine if hotels were gone, restaurants with limited hours, museums shuttered, festivals cut back, and the spirit they brought to the people...evaporated. Media Contacts Releases Sent Individual Requests Journalist Visits 3rd Qtr.FY07 8, rd Qtr.FY06 5, FY06 13, FY05 16, FY04 10, Reader Response from Advertising 3,500 3,000 2,500 2,000 1,500 1, , , ,000 80,000 60,000 40,000 20, Stories Produced this Quarter. 3,297 3rd Qtr. FY07 Website Visits 97,437 3rd Qtr. FY07 1,116 3rd Qtr. FY06 124,227 3rd Qtr. FY06 Co-op Advertising Participation 3rd Qtr.FY07 $4,400 The ROI is much more than money in the bank. It s quality of life and sharing the celebration of our sense of place with others. (Source: Travel Industry Association) 3rd Qtr.FY06 $,4920 FY06 $53,215 FY05 $116,990 FY04 $167,820 5

6 Quad Cities: ROI Quad Cities Convention & Visitors Bureau April 2007 QCCVB Odds and Ends Quad Cities CVB Staff Directory Administrative Ext. # Joe Taylor, President/CEO Roxie Lucas, V.P. Finance/Admin Cheryl Piersall, Moline Depot Office Mgr Linda Creighton, Accounting Assistant Sales and Marketing Lynn Hunt, V.P. Tourism Sales Charlotte Morrison, V.P. Mktg./Comm Arlyce Musal, V.P. Meeting/Conv. Sales Jesse Inskeep, Website & Comm. Mgr Deanna Jensen, Convention Sales Mgr Margo McInnis, Group, Student, Int l Sales Mgr. 106 Jessica Waytenick, Mktg./P.R. Mgr Beth Payne, Union Station Office Mgr Liz Coffman, Union Station Visitor Counselor Linda Cutler, Union Station Visitor Counselor Mississippi Valley Welcome Center Pam Ellis, V.P. Visitor Services Elaine Robertson, Visitor Services Mgr Visitor Counselors/Gift Shop Office Locations Moline Depot Antique & Gift Shop 2021 River Drive Moline, IL Union Station 102 S. Harrison, Suite 203 Davenport, IA Mississippi Valley Welcome Center 900 Eagle Ridge Road, off I-80 LeClaire, IA The QCCVB and the Quad Cities Lodging Association hosted the sixth annual Be a Tourist in Your Own Backyard Weekend on January Despite the icy weather, almost 500 residents and visitors enjoyed an overnight in a hotel/motel and visited participating attractions, restaurants, and stores. The week kicked off with a news conference at Stoney Creek Inn. The QCCVB started its fourth season of bicycle rentals on April 2. Bicycles can be rented from Union Station Visitor Center and the Moline Depot Antique & Gift Shop. These centers are both located right on the bike paths. Bikes can be rented by the hour or by the day. The hours for rentals from both visitor centers are 8:30 am-4:30 pm Monday-Friday. Then starting on the first Saturday in June, both Visitor Centers will be open for rentals on Saturdays from 10:00 am-4:00 pm until September. Union Station will also be open on Sundays from 10:00 am-4:00 pm during the summer. Rentals will be available until November 1st. In addition to regular bicycles, the QCCVB also rents tandems, kiddie trailers, and trail-behind bikes for younger riders. Chilly temperatures and warm hospitality combined on February 6-7 at the Travel Federation of Iowa s annual Legislative Showcase in Des Moines. Over 75% of the senators and about half of the House members attended the showcase, held at the Iowa State Fairgrounds. The Quad Cities CVB was one of the 80 exhibitors on hand to talk tourism with Iowa s elected officials. In addition, nearly 100 industry representatives attended the Travel Federation of Iowa s legislative luncheon. Mission of the Quad Cities CVB The QCCVB is the official tourism destination marketing and management organization for the Quad Cities region. The organization serves the tourism interests of Scott County, IA, and Rock Island, Mercer, and Warren Counties in IL, joined by the Mississippi River. The QCCVB increases visitor expenditures and overnight stays through strategic sales, marketing and services to our customers, members, and communities. We promote and package our destination to attract and meet the needs of meetings and conventions, group tours, sporting events and competitions, special interest groups and the leisure traveler. 6