Annual Report

Transcription

1 Annual Report

2 Board of Directors FY14 Executive Committee: Roy Nowers, Chair Hawkeye Downs Sondy Daggett, Vice Chair Rockwell Collins Kari Stillman, Treasurer ACT, Inc. Eric Englemann, Geonetric Chris Overturf, Latta, Harris, LLP Bill Neppl, Bradley & Riley PC --- Dan Callahan, Budget Rental Cars Matt Felling, DoubleTree by Hilton Kris Gulick, Entrepreneurial Services Group LLC Doug Hargrave, Breakaway Hospitality Tony Kassouf, Cibo Fusion Dan Kuempel, Common Sense Advertising John Myer, Indian Creek Nature Center Doug Nelson, Cedar Rapids Kernels Quinn Pettifer, The Gazette Company Casey Prince, Theatre Cedar Rapids Robyn Reickhoff, Freedom Festival Ben Rogers, Linn County Supervisor Brian Scott, NXT Bank Sue Shanklin, Rockwell Collins Jamie Toledo, Alliant Energy Staff Marilee Fowler President and CEO Jeanne Allgood Office Manager Heather Deeter Sales Support Manager Susan Lloyd Director of Membership Mary Lee Malmberg Director of Sports Tourism Jennifer Pickar Director of Communications and Marketing Gloria Stickley Director of Finance and Administration Sarah Tarnowski Director of Convention Sales Mission The CRACVB is dedicated to the development and marketing of an appealing new destination, attracting visitors for a diverse set of pursuits, thus enhancing the economy of the region. Vision The Cedar Rapids Area will be a vibrant, enticing destination of choice for people seeking a diverse mix of cool urban and authentic rural experiences. We will be the hub for a uniquely Iowan mix of entertainment, sports, business and leisure pursuits, attracting visitors and residents from around the world.

3 Return on Investment In Fiscal Year 2014 (July June 2014), the CRACVB was directly responsible for booking and servicing 93 conventions, meetings, group tours and sports events resulting in more than 101,996 visitors to the area. These visitors spent more than $13 million in the local economy. For every dollar of hotel/motel tax the CRACVB invested in tourism sales and marketing initiatives in FY14, the return on investment was $17.41 of direct spending in the community. CRACVB Message As you ll see in the following pages, the CRACVB staff has been hard at work promoting Cedar Rapids! We re proud to report a positive return on the investment the City of Cedar Rapids and our partners made in us last year. In the past year the Board of Directors created an updated strategic plan, staff worked with our partners on sales and marketing planning, commissioned a sports facility and program audit, organized a successful first annual Cedar Rapids Restaurant Week, booked the first Show Off CR lead (Iowa Lumber Association 2015 & 2016), hosted two NCAA national championships at the U.S. Cellular Center, serviced the large Iowa ABI Conference and created a Behind the Scenes program to highlight local attractions during National Tourism Week. We are pleased to report that we were awarded accreditation from the Destination Marketing Accreditation Program (DMAP). DMAP is an internationally recognized accreditation program developed by the Washington, DC based Destination Marketing Association International. In earning the DMAP accreditation, destination marketing organizations communicate to their community, buyers and potential visitors that their DMO has attained a significant measure of excellence. The CRACVB effort to increase and encourage visitors to the area is an investment that pays dividends. Tourism is economic development that creates jobs right here in Linn County - from hotels to restaurants, convenience stores to retail stores, banks to construction projects. Visitors to our community are imported tax payers lessening the taxes local residents pay. We re proud to promote and serve the Cedar Rapids area, the hospitality industry, and numerous local businesses. Roy Nowers Board Chair Marilee Fowler President and CEO

4 Tourism Impact Visitor spending in Iowa and the Cedar Rapids area remained strong in Domestic traveler spending in Iowa totaled $7.8 billion during 2013, representing an increase of 1.2 percent from The dollars spent by visitors in Linn County totaled $734.6 million, 9.5 percent of the entire state s expenditures. Linn County ranks second only to Polk County in domestic travel spending in Iowa. Payroll income directly attributed to domestic travel spending totaled $121.7 million and resulting in 6,000 jobs. State tax generated from visitors to Linn County totaled $29.7 million and local tax $10.7 million. *Based on the Economic Impact of Travel Study released by the Iowa Economic Development Authority s Iowa Tourism Office Please note: Every other year the CRACVB works with Certec, Inc. to conduct research and provide a report on the tourism industry specifically in Linn County. The information below is from the most recent (2013) Certec report. The strongest state markets for the Cedar Rapids area are, in rank order: 1) Iowa 28.8 % 2) Illinois 15.4 % 3) Minnesota 14.4 % 4) Wisconsin 5.8 % Destination travelers to Cedar Rapids/Linn County 2013: over 2.5 million visitors 2011: 2.4 million 2009: 2.3 million While these findings indicate that the county s strongest draw among travelers comes from Iowa and nearby states, the county does receive visitation from other locations such as California, Missouri, Florida, Indiana, North Carolina, Kansas, and Texas. In all, visitors from twenty-three (23) different states and one foreign country (Australia) were identified in a sample of over one hundred travel parties.

5 Convention Sales Convention Groups Booked during FY 2014: 21 $2,196,578 5,152 $37,653 7,785 Convention Groups Serviced in FY 2014 following CRACVB Booking: 18 $756,811 2,571 $18,715 4,080 Convention Groups Serviced Only (Booked Directly with CVB Partner): 14 $488,365 1,691 $11,896 2,655 Tour Groups Booked during FY 2014: 2 $12, $ FY14 Highlights Booked convention and meeting business that will generate conservatively $2.2 million in direct spending. That s a 34 percent increase over FY13. Saw success in state wide business that typically stays in central Iowa, such as Iowa Chiropractic Society, Iowa Medical Society, Iowa County Attorney s and American Massage Therapy. In FY13, CRACVB staff serviced one national meeting, two regional meetings, and 12 state meetings most meeting in Cedar Rapids for the first time, or returning after several years of meeting elsewhere! Promoted Cedar Rapids to national and regional convention planners at four national trade shows. Took 18 groups on site tours which resulted in 11 bookings. Serviced the Iowa Association of Business & Industry conference utilizing many venues and CVB staff hours.

6 Sports Tourism Sports Groups Booked During FY 2014: 10 $2,260,752 4,173 $28,890 20,209 Sports Groups Serviced FY 2014: 28 $7,332,746 8,010 $51,601 67,176 FY14 Highlights Facilitated 10 sports events bookings that will generate more than $2.2 million in direct visitors spending. This is an eight percent increase over the previous year. Secured $50,000 in Regional Sports Authority District funding to help attract sports events to the area. Attended four appointment-based national trade shows to generate new tournament prospects. Provided staffed information tables at four city-wide events. Saw the Iowa Girls State Volleyball Tournament return to the U.S. Cellular Center Arena after two years at the Cedar Rapids Ice Arena. Serviced two NCAA national championships, DII Women s Volleyball and DIII Wrestling. Worked with Parks & Recreation and Mount Mercy University staff to raise funds to build a cross country course at Seminole Valley Park that will meet requirements to host future regional and national meets. Commissioned the National Association of Sports Commissions to conduct a sports facility audit and analyze the potential economic impact brought about by changes in current marketing strategies and facility improvements.

7 Communications & Marketing The CRACVB assisted with editorial coverage in publications such as: SportsEvents magazine, Meetings Focus, Association News, The Des Moines Register, The Gazette, Corridor Business Journal and more. Advertised in the following: Iowa Travel Guide, Eastern Iowa Travel Guide, Amana Colonies Visitor Guide, Iowa City Coralville Visitors Guide, Meetings Focus, AAA Living Minnesota, Midwest Living, and IowaGroupTravel.org. We worked with the Iowa Tourism Office and Iowa Alcoholic Beverages Division on a rolling billboard that crossed the state all year. Once again we partnered with Corridor Business Journal to produce the 2014 Official Cedar Rapids Area Activities Guide. See distribution numbers below. The CRACVB communications staff was also heavily involved with: Accreditation from the Destination Marketing Accreditation Program 1st Annual Cedar Rapids Restaurant Week Behind the Scenes and #EpicIowaRoadTrip promotion during National Tourism Week Web Stats July 1, June 30, 2014 for Visits: 163,065; Unique Visitors: 120,077; Pageviews: 539,291 Web Stats July 1, June 30, 2013 for Visits: 114,871; Unique Visitors: 89,458; Pageviews: 397,830 HOME FAMILY FUN MOM STUFF DAD STUFF WEEKEND PICKS ABOUT Behind the Scenes in Cedar Rapids June 2, 2014 Insider s Family Guide: Cedar Rapids BY KIM R (OH MY OMAHA) 2 COMMENTS Editor s note: This is an occasional series presenting an insider s guide to their hometowns what to see, where to eat and where to stay. We re going to try to have this be a monthly series from now on, so if you live in the Midwest and want to tell us about your hometowns, us at ohmyomaha (at) gmail (dot) com. Enjoy! Here are three things you should know about Cedar Rapids 1. Cedar Rapids just happens to be Iowa s second largest city. Take a look behind the scenes at major attractions in the Cedar Rapids area during National Tourism Week, May 3-11, 2014! Be prepared this isn t your typical school eld trip visit! Case in point, the Iowa Masonic Library in Cedar Rapids. This majestic white marble building with lion statues sits on one of the busiest streets in the city, with thousands passing each day, not knowing what is inside. I was recently invited for a guided tour, including a stop 2. Cedar Rapids is just about a four-hour drive from Omaha. 3. Cedar Rapids also happens to hold big fun for families visiting the area! If you are looking for a great family weekend trip this summer, head east on Interstate 80 for Cedar Rapids. You won t have to fight the traffic and crowds of bigger Midwestern cities, but you can still soak up all the fun and culture of a more Leisure Visitors Leisure visitors serviced during FY 2014: In person visits from 27 states and 12 countries total 3,945 Brochures mailed to 45 states and 4 countries total 1,281 Printed Visitor Guides distributed 45,000 Online Visitor Guide views 36,975

8 Partnership It has been a productive year connecting and reconnecting with our current members while bringing new members into the fold. Total members 273 Retained members 253 = 90% New members 20 Lost members 28 (out of business, cancelled) Events hosted during Fiscal Year 2014: 1st Annual Cedar Rapids Restaurant Week CRACVB Annual Meeting sponsored by the Eastern Iowa Airport Mingle & Jingle Holiday Showcase Blend Card Lunch & Learn National Tourism Week Behind the Scenes tours September 27 - October 5, restaurants 5 new CVB partners Highest web traffic day to CVB site all year on 9/27/13 Positive consumer feedback Positive restaurant feedback Solid media partnerships Connect With Us! 87 16th Ave SW, Suite 200 Cedar Rapids, IA twitter: CedarRapidsCVB facebook: CedarRapidsCVB Cedar Rapids Area Convention & Visitors Bureau Annual Report