Community Development Department SUBJECT: Consideration of a Resolution authorizing renewal of annual membership in Chicago's North Shore Convention & Visitors Bureau, September 1, 2016 August 31, 2017 AGENDA ITEM: 9.b.i MEETING DATE: August 2, 2016 VILLAGE BOARD REPORT TO: Village President and Board of Trustees FROM: Jeff Brady, Director of Planning, (847) 904-4305 THROUGH: Todd Hileman, Village Manager PURPOSE AND ACTION REQUESTED: Staff requests consideration of a Resolution authorizing renewal of the Village s membership in Chicago s North Shore Convention and Visitors Bureau (CNSCVB) for the period September 1, 2016- August 31, 2017. The renewal cost of $62,900 has remained the same since it was established in 2008. BACKGROUND: The Chicago s North Shore Convention and Visitors Bureau, http://www. and www.destinationnorthshore.com, is a State of Illinois-certified tourism bureau which is charged with promoting its member communities - Evanston, Glenview, Northbrook, Prospect Heights, Skokie, Wheeling, and Winnetka and receives State of Illinois matching grant funds in order to do so. The Bureau directs programming toward group tour planners and corporate meeting planners, as well as individual visitors, with a focus on putting heads in beds in North Shore hotels and encouraging spending at area restaurants, retailers, and attractions. The Village s membership in CNSCVB was initiated in 2008 in response to requests from Glenview hotels to establish a relationship with a Bureau so that they could receive marketing services. Glenview hotels, retail businesses, restaurants, events, and Park District facilities are regularly featured in promotions and tours created and paid for by the CNSCVB. Events are promoted to 10,500 North Shore e- newsletter subscribers, as well as purchased lists of up to 30,000 email addresses from multiple zip codes which best match the targeted demographics for North Shore visitors. The CNSCVB additionally has strong social media presence with weekly outreach to 119,000 people via Facebook, Twitter, Instagram, YouTube, and Pinterest. This is the scope of exposure that is best achieved by working regionally with neighboring communities and combining municipal contributions with State of Illinois matching grants to fund an aggressive sales and marketing program. Over 50 Glenview businesses and 1
facilities have chosen to become members with each paying their own dues. Membership dues for smaller businesses are in the $200-$300/year range, and dues for the hotels are calculated based upon the number of rooms at $25/room/year. MEMBERSHIP: Membership dues for all CNSCVB member municipalities are calculated at the point of entry into the Bureau, based upon the number of hotel rooms in a community. Glenview s membership dues were set at $62,900 in FY2008. Municipal membership in CNSCVB is a prerequisite in order for the hotels, restaurants, retailers, or attractions within those municipalities to become members and thereby receive additional services. A 5% Hotel and Motel Tax on Glenview operators has been in effect since 1985, and in 2008 the Village raised the tax by 1% (to 6%) to capture additional dollars in order to offset the CNSCVB membership dues and generate additional revenue. In 2008, this 1% increase generated over $160,000. While the overall Hotel/Motel tax collections have fallen since the 2008 peak (2008 was over $1M, 2014, 2015 and 2016 have all trended in the $800,000 range), the 1% increase currently generates an amount consistent with the original intent, which covers the annual CNSCVB membership dues and generates additional revenue. 2016 BUDGET: Fund Account # FY 2016 Amount FY 2017 Amount Corporate Fund 10080271-521170 $62,900 $62,900 RECOMMENDATION: Staff recommends the Board adopt the attached resolution authorizing continued membership in the CNSCVB for another annual period which ends August 31, 2017. ATTACHMENTS: 1. Resolution 2. Chicago s North Shore Convention & Visitors Bureau Annual Program Report 2
Attachment 1 RESOLUTION NO. WHEREAS, the Village of Glenview (the Village ) is a home rule municipality located in Cook County, Illinois; WHEREAS, the corporate authorities have previously approved and executed a Membership Agreement by and between the Village and Chicago s North Shore Convention & Visitors Bureau ( CNSCVB ); and WHEREAS, the corporate authorities have determined that it is in the public interest to renew the Village s membership with CNSCVB as a full municipal member for the next annual term which ends August 31, 2017. NOW, THEREFORE, BE IT RESOLVED, by the President and Board of Trustees of the Village of Glenview, as follows: That the President and Village Clerk are authorized to execute such documents as may be required for municipal membership in CNSCVB in the amount of $62,900 for the term September 1, 2016 August 31, 2017. PASSED this day of, 2016 AYES: NAYS: ABSENT: APPROVED by me this day of, 2016 ATTEST: Todd Hileman, Village Clerk Village of Glenview, Cook County, Illinois James R. Patterson, Jr., President of the Village of Glenview, Cook County, Illinois 3
4 ANNUAL PROGRAM report
Overview 3 Chicago s North Shore Convention and Visitors Bureau (CNSCVB) is proud to be the area s official destination marketing organization as certified by the State of Illinois Office of Tourism representing the municipalities of Evanston, Glencoe, Glenview, Northbrook, Prospect Heights, Skokie, Wheeling and Winnetka. The CNSCVB is a public/private partnership. Grants from the State of Illinois Office of Tourism represent half of our budget. The other half is derived from member communities, Northwestern University, in addition to private sector member businesses, including hotels, restaurants, attractions, retailers, meeting and event services and suppliers. Mission Statement Our mission is to strengthen the positive awareness of Chicago s North Shore as a meeting, event, group tour and business and leisure visitor destination. Through aggressive sales and marketing initiatives, the CNSCVB promotes the area as an outstanding destination for visitors and works in partnership with our communities to increase tax revenues and stimulate economic development and growth. Budget Allocations: EXPENSES Destination Marketing All Markets Administration Meetings Market 34 % Domestic Leisure Market Group Tour Market International Market 20 % 19 % 17 % 8 % 2 % Total budget: $1.5 million Revenue Sources State Local Municipalities Membership, Advertising and Marketing Co-ops 56 % 29 % 15 % 5
Defining the 5 Destination The primary role of a destination marketing organization is to define the overall destination experience. With the sustained growth of digital, social and mobile media, it is vital to promote the uniqueness of our destination in order to rise above the chatter and for our message to be heard above the competition. We connect and engage with our target markets across all print, digital, social and mobile communication platforms. We create measurable strategies to grow the Chicago s North Shore brand. enewsletter 10,500 RECIPIENTS Our multi-media outreach includes: The newly re-designed website promoting Chicago s North Shore as a meeting and tourism destination. It s comprehensive, searchable, and prominently features a calendar of events and all the social media channels on the home page. Seasonal leisure campaigns highlighting special events and packages to attract leisure travelers (6x a year). Extensive social media outreach including dynamic, organic content and paid advertising. Monthly e-newsletter that promotes Chicago s North Shore member happenings (10,500 recipients). Proactive media relations tactics to gain coverage of Chicago s North Shore in three major target markets: meetings, group tours and consumer leisure travelers. Hosting international and national media on tours of the North Shore. Handling more than 350 inquiries per year from local, regional, national and international media outlets. Engaging bloggers by various themes (food, culture, family, theatre, outdoor adventure, etc.) to gain exposure on popular blogs. Building partnerships with press, chambers of commerce, municipalities, and regional and state organizations to enhance and expand our local communication reach. Social Media POWER Our social media feeds are ranked among the most influential on Chicago s North Shore with an extended reach of 119,000 viewers a week. In addition to continually populating our pages with fresh and engaging content daily, we create interactive contests and advertising campaigns on social media channels with highly trackable results. LIKES Facebook.com/ChicagoNorthShore 27,860 FOLLOWERS Instagram.com/ChicagoNorthShore 4,247 FOLLOWERS Twitter.com/ChicagoNShore 5,418 FOLLOWERS LinkedIn.com - CNSCVB Group 1,856 WWW.VisitchicAGONORthshore.com UNIQUE VISITORS 428,225 annually FOLLOWERS Pintrest.com/chicagonshore 583 BLOG POSTS CNSCVB.com/blog 30 PAGE VIEWS 1,409,892 annually 6
Targeting 7 conferences, meetings and group tour travel Bringing group business to our members is a core business objective of the CNSCVB. We focus our sales and marketing programs on decision-makers from three types of group business: corporate/ association conference and meetings, social events such as weddings or reunions, and leisure group tours. Booking these types of groups positively impacts the area with direct visitor spending, in addition to hotel and sales tax revenue. Our target market is business and leisure groups with peak room nights of 350 rooms or less. Although we market the area nationally and internationally, focus is placed on meeting and event planners or tour organizers within a 300-mile radius. Measurable Results: Distributed 312 group business leads which represented 18,720 hotel room nights and $17.7 million in visitor spending. Engaged with prospective group organizers at more than 22 trade shows and industry conferences. Created 4 familiarization (FAM ) or educational tours and client events for prospective clients. Increased advertising reach by securing advertising in key online portals for group bookings. Boosted exposure for Chicago s North Shore by developing partnerships with third-party meeting planning companies, group travel management companies, and receptive tour operators. Tradeshow Banners 312 Total Leads Generated 78 Total Leads BOOKED ECONOMIC IMPACT $10,142, 300 48 CLIENT FAM TOURS AND EVENTS SITE INSPECTIONS 22 TRADE SHOWS ATTENDED 7
Client 9 Services Once a meeting or event is confirmed, the CNSCVB offers a comprehensive service program to ensure a successful program or event and drive repeat business. A key to a productive event lies in connecting clients with local products and services that will most benefit their group and maximize exposure of our member businesses. This is accomplished by: Sharing knowledge of area venues, products and services for meeting and event production. Creating complimentary custom itineraries for groups including scheduling and costs. Providing one-stop receptive services including coordination of off-site events. CNSCVB Collateral: Chicago s North Shore Official Visitors Guide Chicago s North Shore Map & Guide Group Getaways Guide Chicago s North Shore Official Visitors Guide SPECIAL ADVERTISING FEATURE Explore Chicago s North Shore FAM Trip Invitation Meetings Market ad Creating tailored Welcome programs with a menu of options to choose from. Illinois Travel Guide ad Providing photos, videos, editorial copy for websites, brochures, press releases, signage and premiums. Offering standard and customized collateral for meeting and event attendees. Suppling print and online transportation options which detail the area s three airports, city and suburban rail systems, major highway systems and Chicago s North Shore convenient central location. Let s spend our summer outside! Chicago s North Shore takes advantage of our gorgeous setting to make the most of the warm weather. Bike, swim, kayak, and sail on our pristine lakefront in Evanston, check out the new Writers Theatre Center in Glencoe. See and smell the botanical wonders as well as enjoy an evening concert at the Chicago Botanic Garden. Don t miss one of the summer s best acts at Ravinia. Nazi Olympics: Berlin, 1936 is a must-see at the Illinois Holocaust Museum. Check out these summer festivals: Skokie Festival of Cultures, May 21 22; Glencoe Grand Prix, June 4; Custer Fair, Evanston, June 18 19; Fountain Square Art Festival, Downtown Evanston, June 25 26; Chicago Botanic Garden Art Festival, July 1 3; Evanston Ethnic Arts Festival, July 16 17; North Shore Festival of Art at Westfield Old Orchard, Skokie, July 23 24; Glencoe Festival of Art, July 30 31; Art at the Glen at The Glen Town Center, Glenview, August 6 7; and Skokie s Backlot Bash, August 26 28. Love farmers markets? We have plenty. Visit our website for event details and fantastic hotel packages. Chicago s North Shore Convention and Visitors Bureau visitichicagonorthshore.com askme@ facebook.com/chicagonorthshore instagram.com/chicagonorthshore Ravinia ravinia.org Chicago s sound of summer is the place to join friends, savor a picnic dinner, watch day turn into night, and enjoy some of the greatest music in the world under a star-filled sky! Chicago Botanic Garden chicagobotanic.org Explore 26 gardens and four natural areas surrounded by nine islands. Summer activities for all ages: The Model Train Garden, Garden Chef Series, Music on the Esplanade, and many festivals. Evanston Beaches cityofevanston.org Drive or take CTA or Metra to Evanston and enjoy gorgeous beaches. Rent a bike and ride along the lakeshore. Bring a cooler and a blanket and enjoy a summer day on the beach. Blocks away, the restaurants and stores of Evanston welcome you. JUNE 2016 CHICAGOMAG.COM 1 Over 70 dining offers! Print your dining certificate or access on your phone at: northshorediningdeals.com Open House Chicago in Evanston Chicago Magazine ad Co-Op advertorial Consumer Leisure ad Media Sponsor Restaurant Month ad 8
MEMBERSHIP 11 DEVELOPMENT Affiliations which expand Member exposure CNSCVB creates opportunities for member businesses to connect their products and services to visitors, meeting and social event planners, tour operators, and the media. A continuing priority is educating local businesses on travel trends and fostering connections among members that can further develop the region s travel and tourism offerings. these activities include: Identifying and solicit potential new members, and further develop relationships with existing members. Increasing member exposure to business and leisure visitors through all of our marketing and promotional programs. Expanding opportunities for members to participate at trade shows, FAM tours, and other cooperative programs. Leveraging CNSCVB sales and marketing efforts to increase awareness of our members news and programs. Driving member-to-member relationships and partnerships through networking events held monthly. Building core industry knowledge and best practice sales and marketing skills through members-only educational seminars. Membership Networking Events 475 NUMBER OF MEMBERS 9
BOARD OF DIRECTORS Mike Abt, Abt Electronics Holly Allgauer-Cir, Hilton Chicago/Northbrook Alan Anderson, Northwestern University Terry Anderson, Berkshire Hathaway HomeServices/KoenigRubloff Realty Group Betsy Baer, Glenview Chamber of Commerce Rik Blyth, Renaissance Chicago North Shore Jeff Brady, Village of Glenview John Callan, DoubleTree by Hilton Chicago North Shore Hotel Annie Coakley, Downtown Evanston Tensley Garris, Northbrook Chamber of Commerce & Industry Gayle Gleespen, Westfield Old Orchard Mary Gold, Illinois Holocaust Museum Russell John, Courtyard Chicago Glenview Dave Judy, Kohl Children s Museum Dan Kelch, Lulu s and Taco Diablo Elaine Kemna-Irish, Evanston Chamber of Commerce Barbara Klein, Hilton Garden Inn Chicago North Shore/Evanston Michael McGuigan, Hilton Orrington/Evanston John Melaniphy, Village of Wheeling Toni Mengarelli, Holiday Inn North Shore/Skokie Michael Pauken, North Shore Center for the Performing Arts in Skokie David Schoon, Village of Northbrook Erika Storlie, City of Evanston John Styler, City of Prospect Heights Ann Tennes, Village of Skokie Jason Wicha, Village of Skokie STAFF Gina Speckman, Executive Director Kimberly Wright, Director of Sales Johnnice Chew, Manager, Finance and Administration Jennifer Engel, Manager, Advertising and Membership Caryn Shulman, Manager, Tourism Marketing Jackie Sachs, Marketing and Social Media Manager (as of 4/16) ChicagoNorthShore @ChicagoNorthShore ChicagoNShore 8001 Lincoln Ave., Suite 715, Skokie, IL 60077 askme@cnscvb.com phone: 847.763.0011 ChicagoNorthShore 10 1M 4/16