CVBAnnualReport2016

DICKINSON CONVENTION
& VISITORS BUREAU
Annual Report 2016

$3.1 billion
travelers spent in North Dakota

Message from the
Executive Director
Transitional markets make for razor tight expenses,
and crafted sales. This is true for most all industries
this past year in North Dakota. The lodging industry is
no different, and while our leisure travel increased this
past summer, the year-end occupancy was virtually
the same as 2015, but with lower rates in 2016.
The 100th celebration of the National Park Service
brought travelers from across the world to Dickinson
to travel to the Theodore Roosevelt National Park.
The ND Tourism Division’s media campaign featuring
Josh Duhamel, increased awareness and inquiries,
resulting in more leisure travel for us. The occupancy
was up 7% average for the months of June, July and
August over 2015 summer travel, and continued on
the positive side through the end of the year.
There are movements within our community that are
developing the experiences that we need for travelers.
Fluffy Field Winery & Vineyard opened just east of
Dickinson with local wine and themed events. The
Dickinson Downtown Association continues to work
on revitalization with new unique boutiques and
restaurants opening downtown. First on First Summer
Concerts expanded, and were filled each week
downtown. The Theodore Roosevelt Presidential
Library is in the beginning stages of developing
community support.
The Dickinson Museum Center has undergone
changes this past year. New staff, along with
programing and extended season, are providing
travelers with a more hands on experience and new
paleo finds. Stop in, it’s open all year now, and great
place to bring your guests, and a great place for our
residents to rediscover.
Meetings and conventions bookings are returning, the
work that Julie has done with the groups has resulted
in a strong 2017 and 2018 agenda. Typically, this is
a type of business that is two to three years out, and
often relies on local support within an organization.
The effects of the energy development created a
difficult environment for bidding meetings, but it is
looking much more positive for the upcoming years.
The visitor industry is a large part of our economy. In
2015, travelers spent $3.1 billion in North Dakota.
Does that include a multiplier? No. Real dollars are
spent on lodging, shopping, transportation, and
entertainment are collected through surveys, tax data
and federal agencies.
The hospitality industry is very important to
Dickinson. We are looking forward to this year’s
travel season and the people we are going to host in
Dickinson.
TABLE OF CONTENTS
3 Marketing
7 New Marketing Activities
Familiarization Tours (FAM)
9 Online Marketing
Financials
11 Visitor Services
13 Meetings, Events, Sports,
Reunions, Group Travel
15 Industry Updates
and Construction
Hospitality Industry Revenue
17 Event Grant Program
19 Activities and Community
21 CVB Staff and Board
1

10,036
total requests

MARKETING
The CVB engages in a strong marketing mix to reach new and returning visitors. This mix
includes print, digital ads, social media, projects and personal contacts.
14 Print Ads
State and National publications
Reader Request Card Magazines
American Road
971 Requests
Live/Play/AAA
797 Requests
Travel 50 and Beyond 553 Requests
Midwest Living
490 Requests
Ultimate Outdoors 468 Requests
Promotional Awareness Magazines
ND Travel Guide
AAA North Central Tour Book
North Dakota Living
ND Tourism Summer Newspaper Insert
Lewis & Clark Golf Guide
ND Hunting & Fishing Guide
Midwest Meetings
Rocky Mountain International
Forum Communications Hunting
- Northern MN, Northern WI, Northern MI
Trip Advisor
TripAdvisor – CVB TripAdvisor Site
TripAdvisor Banner ads
Forum Communications
Eastern ND, MN, WI, MI
• Leisure online
• Hunting online
Facebook Ads
Targeted audiences – Eastern ND, MN, WI, IL
13 Online Programs
Home Page Featured Ad
Featured Listings
• Dickinson Museum Center
• Ukrainian Cultural Institute
• Dickinson Dinosaur Museum
E-Newsletters
• Leisure
• April
• May - Customized
• August
• Hunting
• April
• July
• September
• January
Featured Trip Ideas
Amplified Storytelling
Prospecting and Site Retargeting ads
Search Engine Marketing
35,000 Visitor’s Guides
5,000 Visitor’s Guides placed in ND Highway Rest Area Program
30,000 Tear-off Maps
600 Hunting Packets were stuffed and delivered to local hotels
and the airport in the fall. Hunting and Fishing packets are also
individually made and available for visitors visiting the CVB.
3

Other Marketing
Sport Show participation with ND Tourism Division with brochure material
• Denver International Sportsmen’s Exposition, Denver, CO
• Minneapolis/St. Paul RV Vacation & Camping Show, Minneapolis, MN
• Milwaukee Journal Sentinel sport Show, Milwaukee, WI
• Northwest Sport Show, Minneapolis, MN
Dickinson DVD Video displayed at the Hailstone Creek Rest Area, located on the westbound
lane west of New Salem.
Directional/Awareness Billboard located on Exit 61.
Business cards and magnets “What to Do” are distributed in businesses and new community
members packets.
Touchscreen kiosk at the Dickinson Theodore Roosevelt Regional Airport. Travelers are able to
access visitor information on a touch screen panel representing Lodging, Dining, Events, Explore,
Transportation, Photos & Videos, Weather and Flight Information.
Qualified Lead Program - CVB sent out the names of individuals and addresses requesting
(qualified leads) vacation and/or hunting information to participating hotels that then sent their
own letter and invitation to their property.
5

532
Hunting packets mailed out

Familiarization Tours (FAM)
The CVB hosts writers and tour operators that the ND Tourism Division brings to Dickinson.
Groups hosted were from:
• Mario Ravaccia – FUORISTRADA (Italy)
• Giuseppina Concina – FUORISTRADA (Italy)
• Connie Reed – Midwest Wanderer
• Valerie Rogers – Golf Writer
• Hillary Richard – Lifestyle & Travel
• Haydee Murakami/Hector Trejo/Mariana Castro/Elizabeth Peredes – Mexican Markets
FINANCIALS
2016 Revenue and Expenses
REVENUE
2% Lodging City of Dickinson 320,000
Miscellaneous 10,389
Cash on Hand 59,429
Revenue Total 389,818
EXPENSES
Operations/Administrative 42,552
Marketing 113,091
Personnel 234,175
Expense Total 389,818
7

up 21%
in Facebook sessions

Visitdickinson.com
Destination websites are used by 30% of travelers to gather information and make their travel plans.
Website Visits/Sessions
2016 2015
77,245 72,013 7%
Website Page Views
2016 2015
264,497 256,175 3%
Website Devices
Mobile Device 39,073 8%
Desktop 30,896 6%
Tablet 7,276 6%
Top 5 Web Pages Visited
1. Events
2. What to Do
3. Shopping
4. Dining
5. Lodging
Top 5 States Visiting Web Site
1. North Dakota
2. Minnesota
3. Illinois
4. Texas
5. Montana
Social Media
The CVB has an engaged social media presence that continues to grow with daily interactions.
Events, attractions and page sharing occurs daily with staff input.
2016 2015
2,516 likes 2,079 likes 21%
2016 2015
1,324 followers 1,198 followers 11%
The CVB has a Home page within the TripAdvisor site.
There were 4,699 views in 2016.
527 followers
9

7,217
number of guests assisted

VISITOR SERVICES
The Visitor Center provides excellent customer service to visitors and the community, while
assisting them with area information, guides, brochures, National Park information, and souvenirs
to make their stay memorable.
Number of guests assisted 7,217
Your staff member was very helpful in helping with the forming of our destination. Cheerful and
full of knowledge, thanks.
Very personal attention
~ Ron & Mary Payne
Great info! Thank you. Found info where we couldn’t find it in Pennsylvania! ~ Linda from PA
Joel was professional to the point when highlighting info – and he stopped midway to greet others
who came in asking about museums. He helped me with hotels first thing. Thanks Joel!
~ Mary Campbell
Information Requests 2016 2015
Vacation 2,875 2,134 26%
Hunting 532 661 25%
CVB Guide (One Fulfillment - ND Tourism online partner) 6,624 5,005 33%
Relocation Packets and School Project 5 16
Total Requests 10,036 7,766 30%
11

Bakken Oil & Product Service Show
“Thank you for your support with this year’s 2016 Bakken Oil Show. As always, we enjoy working with the
Dickinson CVB & appreciate our partnership.”
~ Jeff Zarling, DAWA Solutions
ND Order of the Eastern Star
“The CVB was excellent in assisting me plan and organize the event.”
~ Muriel Hurt, Worthy Grand Matron
ND Recreation and Park Association
“Thank you for checking in on our event!”
~ Jennifer Greuel, Clearwater Communications

MEETINGS • EVENTS • SPORTS
REUNIONS • GROUP TRAVEL
2016 Event Calendar Listings
• 23 Convention & Meetings
• 321 Dickinson Community Events
• 62 Surrounding Community Events
• 96 Sporting Events
• 8 Family & School Reunions
• 5 Bus Tours
• 1 Oil Tour
• 580 packets prepared for University
students & oil workers
Highlights of Larger Meetings/
Convention/ & Trade Show
ND State USA Gymnastics Championships
Approximately 500 attendees over 3 days competed at the
West River Community Center.
Bakken Oil Product & Service Show
Approximately 900 attendees over 2 days attended the show
at the West River Ice Center.
ND Grand Chapter Order of the Eastern Star
Approximately 300 attendees attended the 3 day state
convention at the Astoria Hotel & Event Center.
ND Library Association Conference
Approximately 220 attendees over 3 days met for the state
conference at the Ramada Grand Dakota Hotel.
Print Publications
Midwest Meetings Annual Guide Book Ad
Midwest Meetings Spring Edition Ad
Midwest Meetings Winter Edition Ad
Julie Obrigewitsch, CVB Sales Coordinator, was featured as
a guest contributor for Midwest Magazines, Winter 2016 Edition.
• New - Videos are created photos that are submitted for the Meetings and Conventions.
These are played during the gathering as an extra service of the CVB.
• Postcards mailed to ND Organizations each quarter (Postcard samples)
1st quarter – 391
2nd quarter – 406
3rd quarter – 411
4th quarter – 412
• Constant Contact mass email notes are sent out to ND Organizations quarterly to update
groups on community changes, CVB services, and inviting them to Dickinson for their next
meeting or convention.
• Cold call sales and online contact is made each month to respective organizations to bring
them to Dickinson.
“Thanks so much for all your help with registration packs and lanyards, along with media!
Much appreciated.”
~ Darnyl Malkowski, ND Peace Officers Association
13

$108,067,970
Gross Revenue Food/Beverage/Lodging

INDUSTRY UPDATES AND CONSTRUCTION
Best Western Heritage Hotel changed franchise to Quality Inn & Suites.
HomStay Suites changed franchise to Hawthorn Suites by Wyndham.
Quality Inn & Suites changed franchise to Motel 6.
Value Place changed franchise to Woodspring Suites.
Cup Burrr’n opened at 27 1st St. W.
eight•o•four opened at 229 3rd St. W.
Fluffy Fields Vineyard & Winery opened at 2708 21st St E.
joy opened at 229 3rd St. W.
Mandy’s Bagel Bar relocated to 925 W. Villard.
Stix n’ Twigs closed.
The Crossing opened at 1770 19th St. W.
Yum Froyo & More opened at 1674 15th St W Suite C.
The Dickinson Museum Center opened year round.
The Stark County Veterans Memorial was completed at 801 5th Ave. W.
Rebuilding of the Elkhorn Ranch cabin at the future Theodore Roosevelt Presidential Library
site in began.
HOSPITALITY INDUSTRY REVENUE
2016 2015
Room Count 1,773 1,713
Occupancy Rate 45.2% 48.2%
Average Daily Rate $75.18 $103.15
City Collection
2% Occupancy (lodging) Tax $361,479 40%
1% Hospitality Tax (lodging/food/beverage) $909,030 21%
Gross Revenue – Hospitality Industry
Lodging Gross Revenue $18,074,000 $ 30,251,062
Food and Beverage Gross Revenue $89,993,970 $114,094,444
2016 Total Hospitality Industry Revenue $108,067,970 $144,345,506
25%
15

$80,000
dedicated to Event Grant Programs

EVENT GRANT PROGRAM
In 2016, the City dedicated $80,000 for the Event
Grant Program. This money is used by public event
planners and local media outlets for promotion, and
is distributed as follows:
$21,000 Opportunity/Biddable Events
(rotating within state or region)
$ 9,000 Festivals/Events
(annual-media expenses)
$15,000 Roughrider Days Fair & Expo
(Stark County Fair Association)
$10,000 Dickinson Sports Commission
$20,000 Block Grant *removed in 2017
(multiple events – one organization)
$5,000 Media Placement by CVB for Events
Festival/Events Grant
This grant is for events that are held annually and do
not rotate. Funding is used for media costs.
Opportunity/Rotational Grant
This fund is for events that are on a rotational or
biddable round at a regional, state, or international
level.
Grant Criteria
The grant criteria are provided to potential
recipients with the application, which requires
information about the organization, budget, funding
needs, anticipated attendance numbers, evaluation
process, and overall plans for the project.
2016 Event Grant Recipients
Amounts Awarded:
$69,500 plus $3,900 Media Welcomes
Festivals/Events Media Assistance
Western Edge Bull Riding $ 500
Blue Hawk Rodeo Stampede $1,000
UCI Festival $1,000
Harvest Showcase $1,000
Blues Festival/Fall Downtown $2,000
Cowboys & Candlelight $1,000
Trick or Trunk $1,000
Badlands Art Show $1,000
Awarded $8,500
Opportunity/Rotating
Badlands Bowl Football $3,000
Babe Ruth 14 yr. State Baseball $4,000
Junior Legion State Baseball $4,000
NDTA State Singles Pool Tournament
(2017) $5,000
Awarded $16,000
Annual Allocation
Dickinson Sports Commission $10,000
Roughrider Days Fair & Expo $15,000
Awarded $25,000
Block Grant (Multiple Events/One Organization)
Alive@5 Concerts $20,000
Awarded $20,000
Media Assistance
CVB Welcome $3,900
*The amount awarded may be dispersed the following year; or,
the amount dispersed may not equal the amount awarded if
returned receipts do not match the amount requested, or if the
event is cancelled.
**Awards are dispersed after the evaluation form and receipts
are received and reviewed by the CVB.
The Dickinson Parks & Recreation was awarded
$17,500 to bid the 2017 American Legion Baseball
Central Plains Tournament, and $17,500 to bid
the 2018 American Legion Baseball Central Plains
Tournament. The funds were allocated from a
Reserve amount. The bid was successful, and the
tournaments were awarded to Dickinson.
17

Big Ideas
for Small Communities

ACTIVITIES • COMMUNITY
High School Leadership Team
Each spring the CVB hosts the Dickinson
Chamber High School Leadership Group, with
approximately 12 students. This past year,
the group traveled to Medora, where they
visited the Chateau deMores Visitor Center,
ND Cowboy Hall of Fame, Billings County
Courthouse Museum, and the Theodore
Roosevelt National Park Visitor Center.
Tourism impacts and the economic effects on
communities was presented to the students.
Quality Of Life
The CVB was one of the presenters at the
Quality of Life luncheon the Dickinson Chamber
of Commerce hosted in April. Tourism, visitor
travel all contribute to the local economy, while
at the same time also contribute to attracting
potential workforce who look for attractions,
events and outdoor recreation when relocating
to a community.
Old Red Old Ten Scenic Byway
– www.oldredoldten.com
The state’s longest scenic byway, 108 miles,
begins at the Mandan Depot on Main Street in
Mandan and travels west along Old Highway
10 to Dickinson. The Annual Old Red Trail
Rummage Sale is held the first Saturday in June
between Mandan and Dickinson in and along
the smaller communities. Over 625 people from
7 states set out for a day of traveling the Old
Red Old Ten Scenic Byway, while getting some
great treasures.
Western North Dakota Media Trip
Dickinson CVB Executive Director, Terri
Thiel, and Williston Executive Director, Amy
Kruger traveled across the state to eastern
North Dakota stopping into radio stations in
Jamestown, Valley City, Fargo to spread the
word that there are lodging rooms available at
great rates and plenty to see and do in western
North Dakota.
OLD
S C E N
RED
TRAIL
I C B Y W A Y
Customer Service Seminars
The CVB provided customer service seminars
for the hotels, highlighting local attractions and
events to educate staff on things to see and do
while in Dickinson and the surrounding area.
Video was also used from ND Tourism Division
to provide insight to the state’s media efforts.
DSU Kickstart Program
Local artists and artistic entrepreneurs
attended the Kickstart Your Career
presentation at Dickinson State University.
The Convention & Visitors Bureau spoke on a
panel discussion titled The Arts Mean Business!
Community leaders spoke on the ways that
the fine and performing arts reach into the
community, economically and socially.
ND Rural Leadership Program
In November, ND Rural Leadership Program
members spent several days in Dickinson
touring, visiting businesses, and listening to
the city leaders. The Convention & Visitors
Bureau spoke to the group, highlighting the
changes that have taken place during the last
few years in the community due to the energy
development and how it has affected the
hospitality industry.
Community Committees
• Destination Marketing Association
of North Dakota
• ND Tourism Alliance Partnership –
Executive Committee
• SW ND Economic Developers
• Old Red Old Ten Scenic Byway
• API Gumbo Cookoff
19

CVB STAFF • BOARD
Terri Thiel
Executive Director
Julie Obrigewitsch
Sales & Marketing Coordinator
Joel Walters
Administrative Assistant
Communications
Shannon Binstock
Summer Staff
Peggy Rixen
Summer Staff
Summer Hours Memorial Day - November 1st Daily 8am-5pm MT
CVB Board
President
Bruce Dolezal
Vice President
Klayton Oltmanns
Sec/Treasurer
Elaine Myran
Member
Doris Callahan
Member
Kristi Schwartz
Member
Bernie Marsh
Member
Robbi Kudrna
21

www.visitdickinson.com
P 701-483-4988 | F 701-483-9261
72 EAST MUSEUM DR. | DICKINSON, ND 58601