CVBAnnualReport2016
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DICKINSON CONVENTION<br />
& VISITORS BUREAU<br />
Annual Report 2016
$3.1 billion<br />
travelers spent in North Dakota
Message from the<br />
Executive Director<br />
Transitional markets make for razor tight expenses,<br />
and crafted sales. This is true for most all industries<br />
this past year in North Dakota. The lodging industry is<br />
no different, and while our leisure travel increased this<br />
past summer, the year-end occupancy was virtually<br />
the same as 2015, but with lower rates in 2016.<br />
The 100th celebration of the National Park Service<br />
brought travelers from across the world to Dickinson<br />
to travel to the Theodore Roosevelt National Park.<br />
The ND Tourism Division’s media campaign featuring<br />
Josh Duhamel, increased awareness and inquiries,<br />
resulting in more leisure travel for us. The occupancy<br />
was up 7% average for the months of June, July and<br />
August over 2015 summer travel, and continued on<br />
the positive side through the end of the year.<br />
There are movements within our community that are<br />
developing the experiences that we need for travelers.<br />
Fluffy Field Winery & Vineyard opened just east of<br />
Dickinson with local wine and themed events. The<br />
Dickinson Downtown Association continues to work<br />
on revitalization with new unique boutiques and<br />
restaurants opening downtown. First on First Summer<br />
Concerts expanded, and were filled each week<br />
downtown. The Theodore Roosevelt Presidential<br />
Library is in the beginning stages of developing<br />
community support.<br />
The Dickinson Museum Center has undergone<br />
changes this past year. New staff, along with<br />
programing and extended season, are providing<br />
travelers with a more hands on experience and new<br />
paleo finds. Stop in, it’s open all year now, and great<br />
place to bring your guests, and a great place for our<br />
residents to rediscover.<br />
Meetings and conventions bookings are returning, the<br />
work that Julie has done with the groups has resulted<br />
in a strong 2017 and 2018 agenda. Typically, this is<br />
a type of business that is two to three years out, and<br />
often relies on local support within an organization.<br />
The effects of the energy development created a<br />
difficult environment for bidding meetings, but it is<br />
looking much more positive for the upcoming years.<br />
The visitor industry is a large part of our economy. In<br />
2015, travelers spent $3.1 billion in North Dakota.<br />
Does that include a multiplier? No. Real dollars are<br />
spent on lodging, shopping, transportation, and<br />
entertainment are collected through surveys, tax data<br />
and federal agencies.<br />
The hospitality industry is very important to<br />
Dickinson. We are looking forward to this year’s<br />
travel season and the people we are going to host in<br />
Dickinson.<br />
TABLE OF CONTENTS<br />
3 Marketing<br />
7 New Marketing Activities<br />
Familiarization Tours (FAM)<br />
9 Online Marketing<br />
Financials<br />
11 Visitor Services<br />
13 Meetings, Events, Sports,<br />
Reunions, Group Travel<br />
15 Industry Updates<br />
and Construction<br />
Hospitality Industry Revenue<br />
17 Event Grant Program<br />
19 Activities and Community<br />
21 CVB Staff and Board<br />
1
10,036<br />
total requests
MARKETING<br />
The CVB engages in a strong marketing mix to reach new and returning visitors. This mix<br />
includes print, digital ads, social media, projects and personal contacts.<br />
14 Print Ads<br />
State and National publications<br />
Reader Request Card Magazines<br />
American Road<br />
971 Requests<br />
Live/Play/AAA<br />
797 Requests<br />
Travel 50 and Beyond 553 Requests<br />
Midwest Living<br />
490 Requests<br />
Ultimate Outdoors 468 Requests<br />
Promotional Awareness Magazines<br />
ND Travel Guide<br />
AAA North Central Tour Book<br />
North Dakota Living<br />
ND Tourism Summer Newspaper Insert<br />
Lewis & Clark Golf Guide<br />
ND Hunting & Fishing Guide<br />
Midwest Meetings<br />
Rocky Mountain International<br />
Forum Communications Hunting<br />
- Northern MN, Northern WI, Northern MI<br />
Trip Advisor<br />
TripAdvisor – CVB TripAdvisor Site<br />
TripAdvisor Banner ads<br />
Forum Communications<br />
Eastern ND, MN, WI, MI<br />
• Leisure online<br />
• Hunting online<br />
Facebook Ads<br />
Targeted audiences – Eastern ND, MN, WI, IL<br />
13 Online Programs<br />
Home Page Featured Ad<br />
Featured Listings<br />
• Dickinson Museum Center<br />
• Ukrainian Cultural Institute<br />
• Dickinson Dinosaur Museum<br />
E-Newsletters<br />
• Leisure<br />
• April<br />
• May - Customized<br />
• August<br />
• Hunting<br />
• April<br />
• July<br />
• September<br />
• January<br />
Featured Trip Ideas<br />
Amplified Storytelling<br />
Prospecting and Site Retargeting ads<br />
Search Engine Marketing<br />
35,000 Visitor’s Guides<br />
5,000 Visitor’s Guides placed in ND Highway Rest Area Program<br />
30,000 Tear-off Maps<br />
600 Hunting Packets were stuffed and delivered to local hotels<br />
and the airport in the fall. Hunting and Fishing packets are also<br />
individually made and available for visitors visiting the CVB.<br />
3
Other Marketing<br />
Sport Show participation with ND Tourism Division with brochure material<br />
• Denver International Sportsmen’s Exposition, Denver, CO<br />
• Minneapolis/St. Paul RV Vacation & Camping Show, Minneapolis, MN<br />
• Milwaukee Journal Sentinel sport Show, Milwaukee, WI<br />
• Northwest Sport Show, Minneapolis, MN<br />
Dickinson DVD Video displayed at the Hailstone Creek Rest Area, located on the westbound<br />
lane west of New Salem.<br />
Directional/Awareness Billboard located on Exit 61.<br />
Business cards and magnets “What to Do” are distributed in businesses and new community<br />
members packets.<br />
Touchscreen kiosk at the Dickinson Theodore Roosevelt Regional Airport. Travelers are able to<br />
access visitor information on a touch screen panel representing Lodging, Dining, Events, Explore,<br />
Transportation, Photos & Videos, Weather and Flight Information.<br />
Qualified Lead Program - CVB sent out the names of individuals and addresses requesting<br />
(qualified leads) vacation and/or hunting information to participating hotels that then sent their<br />
own letter and invitation to their property.<br />
5
532<br />
Hunting packets mailed out
Familiarization Tours (FAM)<br />
The CVB hosts writers and tour operators that the ND Tourism Division brings to Dickinson.<br />
Groups hosted were from:<br />
• Mario Ravaccia – FUORISTRADA (Italy)<br />
• Giuseppina Concina – FUORISTRADA (Italy)<br />
• Connie Reed – Midwest Wanderer<br />
• Valerie Rogers – Golf Writer<br />
• Hillary Richard – Lifestyle & Travel<br />
• Haydee Murakami/Hector Trejo/Mariana Castro/Elizabeth Peredes – Mexican Markets<br />
FINANCIALS<br />
2016 Revenue and Expenses<br />
REVENUE<br />
2% Lodging City of Dickinson 320,000<br />
Miscellaneous 10,389<br />
Cash on Hand 59,429<br />
Revenue Total 389,818<br />
EXPENSES<br />
Operations/Administrative 42,552<br />
Marketing 113,091<br />
Personnel 234,175<br />
Expense Total 389,818<br />
7
up 21%<br />
in Facebook sessions
Visitdickinson.com<br />
Destination websites are used by 30% of travelers to gather information and make their travel plans.<br />
Website Visits/Sessions<br />
2016 2015<br />
77,245 72,013 7%<br />
Website Page Views<br />
2016 2015<br />
264,497 256,175 3%<br />
Website Devices<br />
Mobile Device 39,073 8%<br />
Desktop 30,896 6%<br />
Tablet 7,276 6%<br />
Top 5 Web Pages Visited<br />
1. Events<br />
2. What to Do<br />
3. Shopping<br />
4. Dining<br />
5. Lodging<br />
Top 5 States Visiting Web Site<br />
1. North Dakota<br />
2. Minnesota<br />
3. Illinois<br />
4. Texas<br />
5. Montana<br />
Social Media<br />
The CVB has an engaged social media presence that continues to grow with daily interactions.<br />
Events, attractions and page sharing occurs daily with staff input.<br />
2016 2015<br />
2,516 likes 2,079 likes 21%<br />
2016 2015<br />
1,324 followers 1,198 followers 11%<br />
The CVB has a Home page within the TripAdvisor site.<br />
There were 4,699 views in 2016.<br />
527 followers<br />
9
7,217<br />
number of guests assisted
VISITOR SERVICES<br />
The Visitor Center provides excellent customer service to visitors and the community, while<br />
assisting them with area information, guides, brochures, National Park information, and souvenirs<br />
to make their stay memorable.<br />
Number of guests assisted 7,217<br />
Your staff member was very helpful in helping with the forming of our destination. Cheerful and<br />
full of knowledge, thanks.<br />
Very personal attention<br />
~ Ron & Mary Payne<br />
Great info! Thank you. Found info where we couldn’t find it in Pennsylvania! ~ Linda from PA<br />
Joel was professional to the point when highlighting info – and he stopped midway to greet others<br />
who came in asking about museums. He helped me with hotels first thing. Thanks Joel!<br />
~ Mary Campbell<br />
Information Requests 2016 2015<br />
Vacation 2,875 2,134 26%<br />
Hunting 532 661 25%<br />
CVB Guide (One Fulfillment - ND Tourism online partner) 6,624 5,005 33%<br />
Relocation Packets and School Project 5 16<br />
Total Requests 10,036 7,766 30%<br />
11
Bakken Oil & Product Service Show<br />
“Thank you for your support with this year’s 2016 Bakken Oil Show. As always, we enjoy working with the<br />
Dickinson CVB & appreciate our partnership.”<br />
~ Jeff Zarling, DAWA Solutions<br />
ND Order of the Eastern Star<br />
“The CVB was excellent in assisting me plan and organize the event.”<br />
~ Muriel Hurt, Worthy Grand Matron<br />
ND Recreation and Park Association<br />
“Thank you for checking in on our event!”<br />
~ Jennifer Greuel, Clearwater Communications
MEETINGS • EVENTS • SPORTS<br />
REUNIONS • GROUP TRAVEL<br />
2016 Event Calendar Listings<br />
• 23 Convention & Meetings<br />
• 321 Dickinson Community Events<br />
• 62 Surrounding Community Events<br />
• 96 Sporting Events<br />
• 8 Family & School Reunions<br />
• 5 Bus Tours<br />
• 1 Oil Tour<br />
• 580 packets prepared for University<br />
students & oil workers<br />
Highlights of Larger Meetings/<br />
Convention/ & Trade Show<br />
ND State USA Gymnastics Championships<br />
Approximately 500 attendees over 3 days competed at the<br />
West River Community Center.<br />
Bakken Oil Product & Service Show<br />
Approximately 900 attendees over 2 days attended the show<br />
at the West River Ice Center.<br />
ND Grand Chapter Order of the Eastern Star<br />
Approximately 300 attendees attended the 3 day state<br />
convention at the Astoria Hotel & Event Center.<br />
ND Library Association Conference<br />
Approximately 220 attendees over 3 days met for the state<br />
conference at the Ramada Grand Dakota Hotel.<br />
Print Publications<br />
Midwest Meetings Annual Guide Book Ad<br />
Midwest Meetings Spring Edition Ad<br />
Midwest Meetings Winter Edition Ad<br />
Julie Obrigewitsch, CVB Sales Coordinator, was featured as<br />
a guest contributor for Midwest Magazines, Winter 2016 Edition.<br />
• New - Videos are created photos that are submitted for the Meetings and Conventions.<br />
These are played during the gathering as an extra service of the CVB.<br />
• Postcards mailed to ND Organizations each quarter (Postcard samples)<br />
1st quarter – 391<br />
2nd quarter – 406<br />
3rd quarter – 411<br />
4th quarter – 412<br />
• Constant Contact mass email notes are sent out to ND Organizations quarterly to update<br />
groups on community changes, CVB services, and inviting them to Dickinson for their next<br />
meeting or convention.<br />
• Cold call sales and online contact is made each month to respective organizations to bring<br />
them to Dickinson.<br />
“Thanks so much for all your help with registration packs and lanyards, along with media!<br />
Much appreciated.”<br />
~ Darnyl Malkowski, ND Peace Officers Association<br />
13
$108,067,970<br />
Gross Revenue Food/Beverage/Lodging
INDUSTRY UPDATES AND CONSTRUCTION<br />
Best Western Heritage Hotel changed franchise to Quality Inn & Suites.<br />
HomStay Suites changed franchise to Hawthorn Suites by Wyndham.<br />
Quality Inn & Suites changed franchise to Motel 6.<br />
Value Place changed franchise to Woodspring Suites.<br />
Cup Burrr’n opened at 27 1st St. W.<br />
eight•o•four opened at 229 3rd St. W.<br />
Fluffy Fields Vineyard & Winery opened at 2708 21st St E.<br />
joy opened at 229 3rd St. W.<br />
Mandy’s Bagel Bar relocated to 925 W. Villard.<br />
Stix n’ Twigs closed.<br />
The Crossing opened at 1770 19th St. W.<br />
Yum Froyo & More opened at 1674 15th St W Suite C.<br />
The Dickinson Museum Center opened year round.<br />
The Stark County Veterans Memorial was completed at 801 5th Ave. W.<br />
Rebuilding of the Elkhorn Ranch cabin at the future Theodore Roosevelt Presidential Library<br />
site in began.<br />
HOSPITALITY INDUSTRY REVENUE<br />
2016 2015<br />
Room Count 1,773 1,713<br />
Occupancy Rate 45.2% 48.2%<br />
Average Daily Rate $75.18 $103.15<br />
City Collection<br />
2% Occupancy (lodging) Tax $361,479 40%<br />
1% Hospitality Tax (lodging/food/beverage) $909,030 21%<br />
Gross Revenue – Hospitality Industry<br />
Lodging Gross Revenue $18,074,000 $ 30,251,062<br />
Food and Beverage Gross Revenue $89,993,970 $114,094,444<br />
2016 Total Hospitality Industry Revenue $108,067,970 $144,345,506<br />
25%<br />
15
$80,000<br />
dedicated to Event Grant Programs
EVENT GRANT PROGRAM<br />
In 2016, the City dedicated $80,000 for the Event<br />
Grant Program. This money is used by public event<br />
planners and local media outlets for promotion, and<br />
is distributed as follows:<br />
$21,000 Opportunity/Biddable Events<br />
(rotating within state or region)<br />
$ 9,000 Festivals/Events<br />
(annual-media expenses)<br />
$15,000 Roughrider Days Fair & Expo<br />
(Stark County Fair Association)<br />
$10,000 Dickinson Sports Commission<br />
$20,000 Block Grant *removed in 2017<br />
(multiple events – one organization)<br />
$5,000 Media Placement by CVB for Events<br />
Festival/Events Grant<br />
This grant is for events that are held annually and do<br />
not rotate. Funding is used for media costs.<br />
Opportunity/Rotational Grant<br />
This fund is for events that are on a rotational or<br />
biddable round at a regional, state, or international<br />
level.<br />
Grant Criteria<br />
The grant criteria are provided to potential<br />
recipients with the application, which requires<br />
information about the organization, budget, funding<br />
needs, anticipated attendance numbers, evaluation<br />
process, and overall plans for the project.<br />
2016 Event Grant Recipients<br />
Amounts Awarded:<br />
$69,500 plus $3,900 Media Welcomes<br />
Festivals/Events Media Assistance<br />
Western Edge Bull Riding $ 500<br />
Blue Hawk Rodeo Stampede $1,000<br />
UCI Festival $1,000<br />
Harvest Showcase $1,000<br />
Blues Festival/Fall Downtown $2,000<br />
Cowboys & Candlelight $1,000<br />
Trick or Trunk $1,000<br />
Badlands Art Show $1,000<br />
Awarded $8,500<br />
Opportunity/Rotating<br />
Badlands Bowl Football $3,000<br />
Babe Ruth 14 yr. State Baseball $4,000<br />
Junior Legion State Baseball $4,000<br />
NDTA State Singles Pool Tournament<br />
(2017) $5,000<br />
Awarded $16,000<br />
Annual Allocation<br />
Dickinson Sports Commission $10,000<br />
Roughrider Days Fair & Expo $15,000<br />
Awarded $25,000<br />
Block Grant (Multiple Events/One Organization)<br />
Alive@5 Concerts $20,000<br />
Awarded $20,000<br />
Media Assistance<br />
CVB Welcome $3,900<br />
*The amount awarded may be dispersed the following year; or,<br />
the amount dispersed may not equal the amount awarded if<br />
returned receipts do not match the amount requested, or if the<br />
event is cancelled.<br />
**Awards are dispersed after the evaluation form and receipts<br />
are received and reviewed by the CVB.<br />
The Dickinson Parks & Recreation was awarded<br />
$17,500 to bid the 2017 American Legion Baseball<br />
Central Plains Tournament, and $17,500 to bid<br />
the 2018 American Legion Baseball Central Plains<br />
Tournament. The funds were allocated from a<br />
Reserve amount. The bid was successful, and the<br />
tournaments were awarded to Dickinson.<br />
17
Big Ideas<br />
for Small Communities
ACTIVITIES • COMMUNITY<br />
High School Leadership Team<br />
Each spring the CVB hosts the Dickinson<br />
Chamber High School Leadership Group, with<br />
approximately 12 students. This past year,<br />
the group traveled to Medora, where they<br />
visited the Chateau deMores Visitor Center,<br />
ND Cowboy Hall of Fame, Billings County<br />
Courthouse Museum, and the Theodore<br />
Roosevelt National Park Visitor Center.<br />
Tourism impacts and the economic effects on<br />
communities was presented to the students.<br />
Quality Of Life<br />
The CVB was one of the presenters at the<br />
Quality of Life luncheon the Dickinson Chamber<br />
of Commerce hosted in April. Tourism, visitor<br />
travel all contribute to the local economy, while<br />
at the same time also contribute to attracting<br />
potential workforce who look for attractions,<br />
events and outdoor recreation when relocating<br />
to a community.<br />
Old Red Old Ten Scenic Byway<br />
– www.oldredoldten.com<br />
The state’s longest scenic byway, 108 miles,<br />
begins at the Mandan Depot on Main Street in<br />
Mandan and travels west along Old Highway<br />
10 to Dickinson. The Annual Old Red Trail<br />
Rummage Sale is held the first Saturday in June<br />
between Mandan and Dickinson in and along<br />
the smaller communities. Over 625 people from<br />
7 states set out for a day of traveling the Old<br />
Red Old Ten Scenic Byway, while getting some<br />
great treasures.<br />
Western North Dakota Media Trip<br />
Dickinson CVB Executive Director, Terri<br />
Thiel, and Williston Executive Director, Amy<br />
Kruger traveled across the state to eastern<br />
North Dakota stopping into radio stations in<br />
Jamestown, Valley City, Fargo to spread the<br />
word that there are lodging rooms available at<br />
great rates and plenty to see and do in western<br />
North Dakota.<br />
OLD<br />
S C E N<br />
RED<br />
TRAIL<br />
I C B Y W A Y<br />
Customer Service Seminars<br />
The CVB provided customer service seminars<br />
for the hotels, highlighting local attractions and<br />
events to educate staff on things to see and do<br />
while in Dickinson and the surrounding area.<br />
Video was also used from ND Tourism Division<br />
to provide insight to the state’s media efforts.<br />
DSU Kickstart Program<br />
Local artists and artistic entrepreneurs<br />
attended the Kickstart Your Career<br />
presentation at Dickinson State University.<br />
The Convention & Visitors Bureau spoke on a<br />
panel discussion titled The Arts Mean Business!<br />
Community leaders spoke on the ways that<br />
the fine and performing arts reach into the<br />
community, economically and socially.<br />
ND Rural Leadership Program<br />
In November, ND Rural Leadership Program<br />
members spent several days in Dickinson<br />
touring, visiting businesses, and listening to<br />
the city leaders. The Convention & Visitors<br />
Bureau spoke to the group, highlighting the<br />
changes that have taken place during the last<br />
few years in the community due to the energy<br />
development and how it has affected the<br />
hospitality industry.<br />
Community Committees<br />
• Destination Marketing Association<br />
of North Dakota<br />
• ND Tourism Alliance Partnership –<br />
Executive Committee<br />
• SW ND Economic Developers<br />
• Old Red Old Ten Scenic Byway<br />
• API Gumbo Cookoff<br />
19
CVB STAFF • BOARD<br />
Terri Thiel<br />
Executive Director<br />
Julie Obrigewitsch<br />
Sales & Marketing Coordinator<br />
Joel Walters<br />
Administrative Assistant<br />
Communications<br />
Shannon Binstock<br />
Summer Staff<br />
Peggy Rixen<br />
Summer Staff<br />
Summer Hours Memorial Day - November 1st Daily 8am-5pm MT<br />
CVB Board<br />
President<br />
Bruce Dolezal<br />
Vice President<br />
Klayton Oltmanns<br />
Sec/Treasurer<br />
Elaine Myran<br />
Member<br />
Doris Callahan<br />
Member<br />
Kristi Schwartz<br />
Member<br />
Bernie Marsh<br />
Member<br />
Robbi Kudrna<br />
21
www.visitdickinson.com<br />
P 701-483-4988 | F 701-483-9261<br />
72 EAST MUSEUM DR. | DICKINSON, ND 58601