FY16-17 Year In Review
16-17 VMC LEADERSHIP PRESIDENT Crystal Shellhart Holiday Inn Express VICE PRESIDENT Jon Danielson LifeServe Blood Center SECRETARY Laurie Buchanan Butcher s Steakhouse TREASURER Olivia Stalker Globe Gazette Janet Solberg City of Mason City Marty Walsh Edward Jones Brittney Jost North Iowa Area Community College Mellisa Leach Historic Park Inn Abigail Lee Lee Realty Randy Calaguas First Citizens Bank Laurie Lietz Surf Ballroom Jason Bauman North Iowa Events Center VMC STAFF Lindsey James, Executive Director Tessa Bratrud, Administrative Assistant Deb Foster, Visitor Services A look at the past year: Lindsey James Executive Director Crystal Shellhart Board President Tourism is impact. From October 1, 16-September 30, 17, our team has been working hard to achieve our mission by growing the local economy through tourism. According to the Travel Iowa Economic Impact Report released in November, Cerro Gordo County realized an impact of $196.13 million in visitor spending and ranked #11 in the state for travel-related expenditures, employment, payroll, and tax receipts. In Mason City, visitor spending reached an estimated $97.92 million. This growth and success is not the doing of one entity but the efforts of many businesses, individuals and organizations including Visit Mason City working together to tell our story and inspire travelers to visit our unique community. Impact doesn t just happen. This past year, Visit Mason City has focused on improving the way we tell Mason City s story. We launched a new and improved website www.visitmasoncityiowa.com in the Spring of 17. We also unveiled a new, interactive display located at the Top of Iowa Welcome Center, along I-35. A new welcome sign was also installed at the Mason City Municipal Airport, in partnership with the Clear Lake Area Chamber of Commerce. Email marketing efforts to visitors and tour planners increased; and marketing messages across digital and print platforms continue to promote our Music Man heritage and architectural treasures. We also focused on positioning our organization and the community for future growth. Local tourism advocacy and efforts related to Mason City Says YES campaign resulted in the 75% voter approval of the River City Renaissance Project which will serve as a catalyst overall growth for Mason City as a tourism destination and a place to call home. What s next? This next year holds many exciting opportunities for Visit Mason City. We are looking forward to returning to the meetings and conventions market and begin promoting the new Music Man Convention Center. We re also excited to pursue new opportunities within the sports market, while continuing growth within the motorcoach and leisure travel markets. Many new projects are also in the works including a Destination Development Grant program that will support initiatives and developments that will enhance the community as a tourism destination. FY16-17 was indeed a successful year for Visit Mason City. We are excited to see what the future holds for Mason City and look forward to working with our partners to take tourism to new heights. Thank you for your support. Our Mission To enhance the economy of Mason City and the North Iowa area through the promotion of the area as a destination for overnight visitors. This is accomplished by attracting visitors to the community, putting heads in beds, bags in hands, napkins in laps and fans in seats; generating new dollars in the community resulting in a stronger economy for the area. 2 Visit Mason City 16-17 Year In Review
IMPACT OF TOURISM FY16-17 In Mason City, visitors spent $97.92 MILLION in 16. Visitor spending in Cerro Gordo County during 16 totaled $196.13 MILLION. Tourism-Generated Local Tax Receipts in Cerro Gordo County $3.46 $3.30 $3.14 $3.14 $3.08 TRANSPORTATION $46.7M LODGING $12.14M RETAIL $7.34M MILLIONS 12 13 14 15 16 Tourism-Generated Local Tax Receipts in Mason City Breakdown of Visitor Spending in Mason City During 16 Totaling $97.92 MILLION ENTERTAINMENT & RECREATION $10.3M FOOD SERVICE $21.44M $1.57 $1.54 $1.57 $1.64 $1.72 MILLIONS $7.62 MILLION state & local tax receipts were generated by tourism spending in Mason City during 16. 16 LOCAL TAX RECEIPTS - Mason City: $1.72 MILLION Cerro Gordo County: $3.46 MILLION 16 STATE TAX RECEIPTS - Mason City: $5.90 MILLION Cerro Gordo County: $11.83 MILLION 12 13 14 15 16 VISITOR-RELATED TAXES HELP SUPPORT CITY SERVICES, PROVIDING THE AVERAGE MASON CITY HOUSEHOLD $255 TAX SAVINGS EACH YEAR In 16, Cerro Gordo County ranked #11 based upon tourism expenditure levels compared to the other 98 counties in Iowa. 21.7% of retail trade revenue collected in Mason City each year is generated by visitors. 1,560 TOURISM-RELATED JOBS IN CERRO GORDO COUNTY Sources: Economic Impact of Travel on Iowa Counties 16 prepared for the Iowa Economic Development Authority, Iowa Tourism Office by the Research Department of the U.S. Travel Association; Domestic Travel Impact on Iowa 16. http://www.traveliowa.com/userdocs/pages/ia_16_report_-_nov._8_17.pdf Visit Mason City 16-17 Year In Review 3
IMPACT OF VISIT MASON CITY FY16-17 LODGING TAX RECEIPTS IN MASON CITY 10 11 12 13 14 City of Mason City Revenue from Lodging Tax Visit Mason City Revenue from Lodging Tax 15 $343,368 $281,158 16 $234,416 $306,967 $316,687 $319,953 $191,795 $251,155 $259,108 $261,780 $377,754 $309,071 $400,873 $327,987 0 $100,000 $0,000 $300,000 $400,000 $500,000 $600,000 $700,000 Mason City Hotel-Motel Tax is 7% 55% of Hotel-Motel Tax revenue remains in the City of Mason City s budget to be used for general fund expenses and quality of life funding for residents 45% of Hotel-Motel Tax revenue is allocated to Visit Mason City to be re-invested into tourism marketing. Visit Mason City s Budget 18% OPERATING EXPENSES 82% TOURISM MARKETING & PROMOTION What we ve accomplished... VISITOR BUSINESS BOOKED / SERVICED BY VISIT MASON CITY In Fiscal Year 16-17, VMC worked with 117 meetings, sport events, and/or group tours resulting in over an estimated 61,732 visitors to the community and an estimated $5.8 million in convention/meeting, sports and group tours direct spending. LEISURE TRAVELERS $8,428,979 ESTIMATED NUMBER OF VISITORS SPORTS 46,468 MEETINGS/CONVENTION 14,289 GROUP TOURS 975 During FY16-17, Visit Mason City Influenced an Estimated $14.26 MILLION in Direct Visitor Spending CONVENTION $1,331,799 SPORTS $4,393,844 GROUP TOURS $112,1 4 Visit Mason City 16-17 Year In Review
IMPACT OF VISIT MASON CITY FY16-17 What we ve accomplished... VISITORS SERVED / REQUESTS FULFILLED 38,503 UNIQUE VISITORS TO WWW.VISITMASONCITYIOWA.COM 5,283 VISITORS TO THE VISITOR INFORMATION CENTER 51,779 REQUESTS FOR INFORMATION FULFILLED 17 MASON CITY TRAVEL GUIDE The Mason City Travel Guide is VMC s primary visitor fulfillment piece. This helpful guide contains comprehensive information about Mason City and the area including attractions, restaurants, lodging accommodations and many other travel services. 40,000 GUIDES PRINTED & DISTRIBUTED 774 ONLINE VIEWS Visit Mason City employs 2 full-time and 1 part-time staff. During FY16-17 the VMC team of volunteers contributed over 1,100 hours of service assisting with numerous projects, request fullfillment, and assisting visitors! 1 DAY 33% PROVIDED INFORMATION TO 308 PEOPLE INTERESTED IN RELOCATING TO MASON CITY 1,100 VOLUNTEER HOURS Visitors who stopped at the Visitor Information Center stayed longer and spent more money VMC staff & volunteers influenced 35% of visitors to extend their stay in our community, resulting in an estimated additional $115,319 in Direct Visitor Spending during FY16-17 2 DAYS 14% 1/2 DAY 25% 2 HOURS 13% Visit Mason City 16-17 Year In Review 5
17-18 Grant Awards Charles H. MacNider Art Museum Radio, Print & Digital Ads Iowa Chapter of Delta Kappa Gamma Welcome Bags for Annual Convention Mason City Civil War Council Brochures, Posters, Direct Mail Campaign Mason City Hospitality Committee Shuttle Service for Winter Dance Party Mason City Soccer Club Website Development Mid States Horse Shows Prize Book & Welcome Receptions North Iowa Band Festival Brochures, Website, Social Media & SMS North Iowa Events Center Social Media Up In Smoke BBQ Bash Digital & Print Ads USDF Dressage Horse Shows Welcome Reception, Printed Program, Website, Digital Ads Wright on the Park DOT Signage IMPACT OF VISIT MASON CITY FY16-17 MARKETING & COMMUNITY BRANDING Advertising & Marketing: Print, digital and broadcast advertisements were placed in Iowa and neighboring states by Visit Mason City. Marketing channels included O - Oprah Magazine, Midwest Living, AAA Living, Better Homes & Gardens, Family Fun, Preservation, Our Iowa, Minnesota Monthly, Missouri Life, Nebraska Life, Trip Advisor, Google ad words and more. 6 Visit Mason City 16-17 Year In Review We unveiled a new, responsive website; installed a new, interactive display at the Top of Iowa Welcome Center; and partnered with the Clear Lake Area Chamber of Commerce to develop a new Clear Lake -Mason City sign at the Mason City Municipal Airport. TOURISM GRANTS $10,000 AWARDED TO 11 PROJECTS, LEVERAGING NEARLY $30,000 IN PRIVATE FUNDS FOR TOURISM MARKETING THESE MARKETING PROJECTS ATTRACTED IN AN ESTIMATED 44,300 VISITORS TO MASON CITY... RESULTING IN MORE THAN $3.7 MILLION IN ESTIMATED VISITOR SPENDING