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Wisconsin Dells Visitor & Convention Bureau

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Wisconsin Dells Visitor & Convention Bureau WISCONSIN DELLS VISITOR & CONVENTION BUREAU ANNUAL REPORT 2016 1 July 2017 MISSION STATEMENT CONTENTS The WDVCB is the official destination marketing HELLO BUREAU PARTNERS: organization for the Wisconsin Dells area whose mission 2 Letter from President & is to grow the economic impact of tourism through Executive Director Trendy. marketing, public relations and development efforts that benefit our visitors and members. 3 Mission & Vision Statements It’s a word that is not often used to describe the Midwest. VISION STATEMENT 4 Economic Impact And yet we have proof that Wisconsin Dells is indeed trendy or, better Our vision is to secure the Wisconsin Dells area as a said, “on trend.” The proof, you ask? It’s the 2016 economic impact report. national year-round tourism destination by providing 6 Financials Direct visitor spending in the community was up 4.4% to $1.13 billion, visitors with a unique and diverse recreational experience with food tourism and active lifestyle tourism, two of the most important unsurpassed in quality, which offers the WDVCB 8 Performance Report tourism trends in the country, contributing to that increase. membership and staff a framework for growth and economic opportunity. 9 Marketing Yet it’s not solely about being on trend that gives us cause to celebrate. WDVCB members understand the commitment and Public Relations It’s also sustained growth, with Wisconsin Dells posting gains every year 11 dedication it takes to build a successful destination. In for the last seven years. Now that is remarkable! Wisconsin Dells, membership means more than signing a 12 Meetings, Conventions, contract and paying membership dues. WDVCB members Sports & Groups With lots of new offerings for 2017, it’s clear all of you intend to keep that write bylaws, set policy and give direction to Bureau staff. growth line trending up. For now, however, take a moment to enjoy the More importantly, they volunteer their time, talent and 13 Festivals good news. You’ve earned it! resources to contribute to the success of Bureau events and programs. As leaders in the tourism industry, they are 14 Board of Directors Sincerely, also active in statewide tourism issues and policies. 15 Committees & Staff NUMBER OF WDVCB MEMBERS BY DIVISION 2015 2016 Jill C. Diehl Accommodation 93 91 President Attraction 84 86 Business/Asso. 100 102 Campground 20 21 Restaurant 104 101 Shopping 61 63 Visitor Services 32 29 Romy A. Snyder TOTAL 494 493 Executive Director 2 3 2016 ECONOMIC IMPACT ATTRACTION DIVISION VISITOR EXPENDITURES BY CATEGORY MEMBERSHIP INCOME VISITOR EXPENDITURES BY CATEGORY ACCOMMODATION DIVISION VISITOR SPENDING Lodging RESTAURANT DIVISION $406,716,063 2015 2016 % Change LODGING Direct Impact* $1,087,204,035 $1,134,560,300 4.4% Transportation ASSOCIATE DIVISION Total Impact** $1,460,814,203 $1,521,698,428 4.2% $79,846,950TRANSPORTATION Retail RETAIL CAMPGROUND DIVISION $212,888,468 * Travelers create direct economic value within a discreet group of sectors (e.g. recreation, lodging RecreationRECREATION SHOPPING DIVISION – details on page 5.) This supports a relative proportion of jobs, wages, taxes and GDP within $135,604,730FOOD & BEVERAGE each sector. VISITOR SERVICES DIVISION Food & Beverage $299,504,090 ** Each directly affected sector also purchases goods and services as inputs (e.g. food wholesalers, utilities) into production. These impacts are called indirect impacts. Lastly, the induced impact is generated when employees whose incomes are generated either directly or indirectly by tourism, spend those incomes in the state economy. TOTAL INCOME TOTAL EXPENSES ROOM TAX MARKETING TOTAL GOVERNMENT REVENUES GENERATED MEMBERSHIP ADMINISTRATION 2015 2016 % Change ESTIMATED VISITOR EXPENDITURE State $42.8 million $44.9 million 4.9%PROGRAM INCOME MEMBERSHIP COMPARISON BY SEASON Local $53.3 million $54.2 million 1.8% OTHER INCOME DEVELOPMENT 500,000,000 2015 2016 400,000,000 The data above is from “The Economic Impact of Tourism in Wisconsin Dells – 2016” and was prepared by MARKETING EXPENSES Tourism Economics, anROOM Oxford Economics TAX INCOME company located in Philadelphia, PA, dedicated to providing high SUMMER LEISURE value, robust and relevant analyses of the tourism sector that reflects the dynamics of local and global 300,000,000 CONVENTION SALES economics. The research model used for this year’s data is an Input-Output (IO) IMPLAN model that profiles NOV/DEC-PRIOR YEAR an economy by measuring the relationships among industries and consumers. The model calculates three PUBLIC RELATIONS 200,000,000 levels of impact – direct, indirect and induced. 1ST QUARTER YEAR-ROUND 100,000,000 Direct Impact: Visitor’s expenditures on attractions/recreation, lodging, 2NDfood & QUARTER beverage, retail and transportation. WINTER/SPRING LEISURE 3RD QUARTER 0 Winter Spring Summer Fall Indirect Impact*: The flow of visitor’s expenditures as it is traced to food wholesalers and FALL LEISURE farmers, utilities, marketing, publishing and so on. OCT-CURRENT YEAR ROOM TAX DEVELOPMENT FUND SPORTS TOTAL JOBS SUPPORTED Induced Impact*: The benefits to the economy as tourism employees spend their wages in the (FULL-TIME JOB EQUIVALENTS) local economy, generating additional output, jobs, taxes and wages. WINTER HOLIDAY 2015 2016 % Change * The combination of Indirect and Induced Impact creates the Total Impact. Direct Impact* 12,289 12,436 1.2% Total Impact** 15,683 15,898 1.4% 4 5 ATTRACTION DIVISION MEMBERSHIP INCOME ATTRACTION DIVISION VISITOR EXPENDITURES BY CATEGORY MEMBERSHIP INCOME ACCOMMODATION DIVISION VISITOR EXPENDITURES BY CATEGORY ACCOMMODATION DIVISION RESTAURANT DIVISION LODGING RESTAURANT DIVISION LODGING ASSOCIATE DIVISION TRANSPORTATION ASSOCIATE DIVISION TRANSPORTATION RETAIL CAMPGROUND DIVISION RETAIL CAMPGROUND DIVISION RECREATION SHOPPING DIVISION SHOPPING DIVISION RECREATIONFOOD & BEVERAGE FOOD & BEVERAGE VISITOR SERVICES DIVISION 2016 BUREAU FINANCIALS VISITOR SERVICES DIVISION ATTRACTION DIVISION TOTALTOTAL INCOME: INCOME $13,506,193 TOTAL EXPENSESMEMBERSHIP INCOME TOTAL EXPENSES ACCOMMODATION DIVISION TOTAL INCOMEVISITOR EXPENDITURES BY CATEGORY ATTRACTION DIVISION Room Tax MEMBERSHIP INCOME RESTAURANT DIVISION VISITOR EXPENDITURES$11,374,861ROOM BY TAX CATEGORY MARKETINGACCOMMODATION DIVISION MembershipROOM TAX LODGING MARKETINGASSOCIATE DIVISION $1,382,117MEMBERSHIPTRANSPORTATION ADMINISTRATIONRESTAURANT DIVISION MEMBERSHIP ADMINISTRATION Program Income LODGING CAMPGROUND DIVISION PROGRAM RETAILINCOME MEMBERSHIPASSOCIATE DIVISION $697,980PROGRAM INCOMETRANSPORTATION MEMBERSHIP Other IncomeOTHER INCOMERECREATION DEVELOPMENTSHOPPING DIVISION $51,234OTHER INCOMERETAIL DEVELOPMENTCAMPGROUND DIVISION FOOD & BEVERAGE VISITOR SERVICES DIVISION RECREATION SHOPPING DIVISION FOOD & BEVERAGE VISITOR SERVICES DIVISION ROOM TAX INCOME: $11,374,861 MARKETING EXPENSES SUMMER LEISURE ROOM TAX INCOME MARKETINGTOTAL EXPENSES EXPENSES: $11,712,744 ROOM TAX INCOME Nov/Dec - Prior Year TOTAL EXPENSES SUMMER LEISURE TOTAL INCOME $1,003,479 CONVENTION SALES NOV/DEC-PRIOR YEAR CONVENTION SALES 1st Quarter (Jan - Mar) PUBLICMarketing RELATIONS TOTAL INCOME $2,121,822NOV/DEC-PRIOR YEAR TOTAL EXPENSES $9,573,094 1ST QUARTERROOM TAX PUBLIC RELATIONSMARKETING 2nd Quarter1ST QUARTER (Apr - Jun) YEAR-ROUNDAdministration $2,441,9652ND QUARTERMEMBERSHIP YEAR-ROUND$1,979,841 ADMINISTRATION 3rd Quarter2ND (JulQUARTER - Sep)ROOM TAX WINTER/SPRINGMembership*MARKETING LEISURE 3RD QUARTERPROGRAM INCOME $4,376,046 WINTER/SPRING$121,015 MEMBERSHIP LEISURE 3RD QUARTERMEMBERSHIP FALL LEISUREADMINISTRATION Oct - CurrentOCT-CURRENT Year OTHER YEAR INCOME DevelopmentDEVELOPMENT $428,236OCT-CURRENTPROGRAM YEAR INCOME FALL LEISURE SPORTS$38,794 MEMBERSHIP Room TaxROOM - Development TAX DEVELOPMENT Fund FUND $1,003,313ROOM TAX DEVELOPMENTOTHER INCOME FUND SPORTS DEVELOPMENT WINTER HOLIDAY *Annual meeting, seminars, member directory,WINTER etc. HOLIDAY ROOM TAX INCOME ATTRACTION DIVISION MARKETING EXPENSES SUMMER LEISURE MEMBERSHIP INCOME: $1,382,117 MEMBERSHIP INCOME CONVENTION SALES VISITOR EXPENDITURES BY CATEGORY Attraction DivisionACCOMMODATION DIVISION MARKETINGMARKETING EXPENSES EXPENSES: $9,573,094SUMMER LEISURE ROOM TAX INCOME$560,750 NOV/DEC-PRIOR YEAR RESTAURANT DIVISION PUBLIC RELATIONS Accommodation Division1ST QUARTER Summer LeisureCONVENTION Winter/Spring SALES LODGING $370,640 NOV/DEC-PRIOR YEAR $5,856,851 Leisure ASSOCIATE DIVISION YEAR-ROUND$672,432 TRANSPORTATION Restaurant Division 2ND QUARTER Convention PUBLIC RELATIONS $278,315 1ST QUARTER Sales WINTER/SPRINGFall Leisure LEISURE RETAIL CAMPGROUND3RD QUARTER DIVISION $437,122 YEAR-ROUND$141,735 Associate Division 2ND QUARTER $61,900 SHOPPING DIVISION Public RelationsFALL LEISURESports RECREATION OCT-CURRENT YEAR $416,165 WINTER/SPRING$144,276 LEISURE FOOD & BEVERAGE Campground Division3RD QUARTER $35,132 VISITORROOM SERVICES TAX DEVELOPMENT DIVISION FUND Year-Round SPORTS Winter Holiday OCT-CURRENT YEAR $1,698,710 FALL LEISURE$205,803 Shopping Division WINTER HOLIDAY $62,530 ROOM TAX DEVELOPMENT FUND SPORTS Visitor Services Division TOTAL INCOME TOTAL EXPENSES $12,850 WINTER HOLIDAY 6 7 ROOM TAX MARKETING MEMBERSHIP ADMINISTRATION PROGRAM INCOME MEMBERSHIP OTHER INCOME DEVELOPMENT ROOM TAX INCOME MARKETING EXPENSES SUMMER LEISURE CONVENTION SALES NOV/DEC-PRIOR YEAR PUBLIC RELATIONS 1ST QUARTER YEAR-ROUND 2ND QUARTER WINTER/SPRING LEISURE 3RD QUARTER OCT-CURRENT YEAR FALL LEISURE ROOM TAX DEVELOPMENT FUND SPORTS WINTER HOLIDAY 2016 PERFORMANCE REPORT 2016 MARKETING HIGHLIGHTS Landing on a physical
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