WISCONSIN DELLS VISITOR & CONVENTION BUREAU

ANNUAL REPORT 2017

1 June 2018

HELLO BUREAU PARTNERS:

“It takes courage to grow up and become who you really are.” E. E. Cummings

It’s a good quote to open an annual report, because it speaks to having a big vision even when it may seem unconventional to others. It’s about knowing your strengths and doing something that’s never been done before.

That’s Wisconsin Dells, isn’t it? From the time of pioneering landscape photographer H.H. Bennett to modern day waterpark visionaries to everyone in between, we have stayed true to who we are. And that “who” is a destination of remarkable natural beauty and family fun, helmed by entrepreneurs who balance innovative thinking with old-fashioned hospitality. What we’ve created here is unique to the world.

As we celebrate another year of growth – traveler spending was up 2.6% to $1.16 billion in 2017 - it’s a good time to remind ourselves to continue to be who we really are. After all, that is what connects us, year after year and generation after generation, to visitors from around the globe!

Sincerely,

Jill C. Diehl President

Romy A. Snyder Executive Director

2 MISSION STATEMENT CONTENTS The WDVCB is the official destination marketing organization for the Wisconsin Dells area whose mission 2 Letter from President & is to grow the economic impact of tourism through Executive Director marketing, public relations and development efforts that benefit our visitors and members. 3 Vision & Mission Statements Economic Impact VISION STATEMENT 4 Our vision is to secure the Wisconsin Dells area as a Financials national year-round tourism destination by providing 6 visitors with a unique and diverse recreational experience Performance Report unsurpassed in quality, which offers the WDVCB 8 membership and staff a framework for growth and Marketing economic opportunity. 9 Public Relations WDVCB members understand the commitment and 11 dedication it takes to build a successful destination. In Meetings, Conventions, Wisconsin Dells, membership means more than signing a 12 Sports & Groups contract and paying membership dues. WDVCB members write bylaws, set policy and give direction to Bureau staff. Festivals & Events More importantly, they volunteer their time, talent and 13 resources to contribute to the success of Bureau events and programs. As leaders in the tourism industry, they are 14 Board of Directors also active in statewide tourism issues and policies. 15 Committees & Staff

NUMBER OF WDVCB MEMBERS BY DIVISION

2016 2017 Accommodation 91 91 Attraction 86 87 Associate 102 106 Campground 21 21 Restaurant 101 104 Shopping 63 67 Visitor Services 29 33

TOTAL 493 509

3 2017 ECONOMIC IMPACT

EST. VISITOR SPENDING

2016 2017 % Change Direct Impact* $1,134,560,300 $1,164,081,413 2.6% Total Impact** $1,521,698,428 $1,575,238,453 3.5%

* Travelers create direct economic value within a discreet group of sectors (e.g. recreation, lodging - de- tails on page 5.) This supports a relative proportion of jobs, wages, taxes and GDP within each sector.

** 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.

EST. VISITOR EXPENDITURE COMPARISON BY SEASON

$500,000,000 2016

$400,000,000 2017

$300,000,000

$200,000,000

$100,000,000

$0 Winter (Dec - Feb) Spring (Mar - May) Summer (June - Aug) Fall (Sept - Nov)

TOTAL JOBS SUPPORTED (FULL-TIME JOB EQUIVALENTS)

2016 2017 % Change Direct Impact 12,436 12,568 1.1% Total Impact 15,898 16,020 0.8%

4 EST. VISITOR EXPENDITURES BY CATEGORY

Lodging $414,988,037 Food & Beverage $309,193,672 Retail $211,980,508 Recreation $146,071,063 Transportation $81,848,133

TOTAL GOVERNMENT REVENUES GENERATED

2016 2017 % Change State $44.9 million $44.9 million - 0.1% Local $54.3 million $54.3 million 0.0%

The data above is from “The Economic Impact of Tourism in Wisconsin Dells – 2017” and was prepared by Tourism Economics, an Oxford Economics company located in Philadelphia, PA, dedicated to providing high value, robust and relevant analyses of the tourism sector that reflects the dynamics of local and global economics. The research model used for this year’s data is an Input-Output (IO) IMPLAN model that profiles an economy by measuring the relationships among industries and consumers. The model calculates three levels of impact – direct, indirect and induced.

Direct Impact: Visitor’s expenditures on attractions/recreation, lodging, food & beverage, retail and transportation.

Indirect Impact*: The flow of visitor’s expenditures as it is traced to food wholesalers and farmers, utilities, marketing, publishing and so on.

Induced Impact*: The benefits to the economy as tourism employees spend their wages in the local economy, generating additional output, jobs, taxes and wages.

* The combination of Indirect and Induced Impact creates the Total Impact.

5 2017 BUREAU FINANCIALS

TOTAL INCOME: $13,938,449

Room Tax $11,752,141 Membership $1,415,022 Program Income $644,878 Other Income $126,409

ROOM TAX INCOME: $11,752,141 Nov/Dec - Prior Year $1,138,694 1st Quarter (Jan - Mar) $2,078,297 2nd Quarter (Apr - Jun) $2,613,267 3rd Quarter (Jul - Sep) $4,406,124 Oct - Current Year $485,813 Room Tax - Development Fund $1,029,946

MEMBERSHIP INCOME: $1,415,022

Attraction Division $565,300 Accommodation Division $381,009 Restaurant Division $289,323 Associate Division $64,900 Campground Division $36,490 Shopping Division $63,150 Visitor Services Division $14,850

6 TOTAL EXPENSES: $11,914,110

Marketing $9,712,317 Administration $2,049,956 Membership* $118,054 Development $33,783

*Annual meeting, seminars, member directory, etc.

MARKETING EXPENSES: $9,712,317

Summer Leisure Winter/Spring $5,972,092 Leisure $891,328 Convention Sales Fall Leisure $434,625 $302,218 Public Relations Sports $90,120 $161,394 Year-Round Winter Holiday $1,638,270 $222,269

7 2017 PERFORMANCE REPORT

wisdells.com 2016 2017 Total Site Visits 3,110,724 3,090,606 Unique Visits 2,328,311 2,363,218

Facebook 2016 2017 Users Reached New metric 22,450,665 Engagements categories were 178,203 Link Clicks established 143,302 Current Total Fans in 2017. 335,876

Eguide E-Newsletter (Monthly) 2016 2017 Subscribers 42,822 32,903

Deals E-Newsletter (Weekly) 2016 2017 Subscribers 18,232 19,132

Visitor Inquiries/Contacts 2016 2017 Calls 9,204 9,098 Emails ([email protected]) 3,338 1,816 Chat Sessions 999 874 Walk-ins Downtown 36,313 37,247 Walk-ins 7,498 4,932

Vacation Guide Distribution 2016 2017 1-24 Guides/order 179,642 40,891 25+ Guides/order (included above) 49,154 Racks (In-area) 76,625 80,350 Racks (Out-of-area) 41,000 37,500 Direct Mail 0 50,000 Total 297,267 257,895

8 2017 MARKETING HIGHLIGHTS

When we market Wisconsin Dells, we do so with measurable science, deep strategy, leading edge technology, behavioral insights, and, of course, engaging creative. Think of it this way: Our marketing plan is where science and art intersect…so fitting, given the Dells is where manmade fun and natural beauty intersect too.

Here are a few marketing highlights from 2017: • Research: To better understand the impact of our marketing dollars on the market of St. Louis, which is in its third year as an emerging market for us, and Omaha, we conducted an Ad Awareness and Effectiveness study and directly compared against the 2016 study. The research shows $14.9 in influenced visitor spending in those two markets – up from $7.3 in 2016, that is over 100% increase. Not only did influenced visitor spending increase significantly, but so did our return on investment - $27.60 from $15.12 in 2016. • Our Tubie television campaign is in the second year as the loveable physical embodiment of the Wisconsin Dells brand. The campaign includes seven TV spots including both winter and summer scenarios. Television impact ratings continue to remain high, Tubie, messaging resonates with the consumer and the destination attributes are clearly defined and well represented. • In addition to traditional television, we continue to increase our streaming TV campaigns to ensure we are reaching our target demographic as viewing habits continue to change. • Tubie statues were installed at Noah’s Ark & Mt. Olympus Water and Theme Park last summer (first statue installed in Wild Water Dome) and visitors love to share their photos with Tubie. • Wisconsin Dells brand is definitely social on social media. Over 336k fans and 1.3 million video views alone on FB. Engagements with those fans were up 105% in 2017. Swiping over to Instagram, those increases continue with 25% increase in followers and a 528% increase in engagement. Of course, Tubie is a social media darling and helps us to showcase all the fun to be had in Wisconsin Dells. • Tubie was at the ballpark! Last year we took over Miller Park for a Brewers vs. Cubs game. 50 Tubie-wearing ambassadors distributed sunglasses and Vacation Guides to those tailgating in the parking lot before the game. We also had booths and messaging inside the stadium throughout the game. • In May 2017, we launched a new comprehensive technology called Arrivalist. This technology measures the influence of online media (owned & paid) on arrivals to Wisconsin Dells. In short, it helps us identify which markets our visitors are coming from – how many days between when a visitor is exposed to our online advertising/website and their arrival – and, which of our messages/content is the most effective in influencing visitation.

9 2017 MARKETING CAMPAIGN COLLATERAL

Vacation Guide

Sports Planning Guide

Tournaments Sporting Events Other Events playinthedells.com

Planning Guide Sports Planning Guide

Direct Mail Season Opener 10 2017 STANDOUT MOMENTS IN PR

Leveraging the power of word-of-mouth, the WDVCB public relations strategy focuses on influencing and generating stories from third parties that positively shape visitor perceptions of Wisconsin Dells as a top-rated vacation destination. From traveler reviews to social influencers and the media at large, this strategy is dedicated to gaining earned media exposure that generates measurable impact on the travel consumer’s decision-making to visit our destination.

In 2017, we continued to cultivate more media relationships with both traditional media outlets, as well as online social influencers, with the goal to earn coverage in higher reach outlets such as the Travel Channel, USA Today, Chicago Tribune and TripAdvisor. Through those efforts to promote Wisconsin Dells, we surpassed $16 million dollars in earned media coverage.

Here is a sampling of some top media mentions from 2017: • USA Today – Four Fall and Winter Getaways in Wisconsin • TripAdvisor’s Top 10 Budget Destinations for Fall • Travel Channel – Extreme Hotels (Wilderness Resort) • MSN Lifestyle – The United States’ Best Kid-Friendly Cities • Midwest Living – Top 10 Things to Do on a Budget in Wisconsin Dells • Milwaukee Journal Sentinel - Two Days to Explore: Wisconsin Dells • Travel Channel - Food Paradise: Mac n’ Cheese Edition • Reader’s Digest – The 50 Best Family Travel Destinations in Each State • Trip Savvy.com – America’s Best Indoor Water Parks in Every Region • Chicago Tribune – 3 Kid-Friendly Spring Break Getaways Close to Chicago • Leisure Group Travel – Wisconsin Dells Offers Water, Wildlife and Riveting Entertainment

And the love for Wisconsin Dells doesn’t stop there. In 2018, Wisconsin Dells has already been named as one of 10 Budget-Friendly Family Summer Vacation Ideas by the Travel Channel.

This success proves once again that staying top of mind is a worthwhile venture for Wisconsin Dells.

11 2017 MEETINGS & CONVENTIONS, SPORTS AND GROUPS

The WDVCB Sales Department promotes the destination to event professionals in the meetings & conventions, sports and leisure group segments to generate overnight group stays and have a positive impact on the economic growth of the community. Across all three segments the WDVCB was represented at 13 tradeshows/conferences and 23 statewide/regional industry meetings or events. The sales team logged more than 6000 miles by car and nine air trips that included 34 flights in 2017. The sales efforts include attending events, soliciting prospective clients and providing services to existing clients.

MEETINGS & CONVENTIONS In 2017 the WDVCB attended nine conferences for meeting planners. Two of the events, IMEX-America and Connect Marketplace, included sponsorships from the Wisconsin Department of Tourism. • There were 64 meeting & convention leads issued in 2017. • The 4th Annual Sales Skills Symposium was held in May. Training topics included technology tools for sales professionals, technology tools to create social media content, and strategies to skyrocket your work/life performance.

SPORTS • USA Jump Rope selected Wisconsin Dells as the host of the 2018 U.S. National Jump Rope Competition.

LEISURE GROUP TRAVEL • There were 21 leads issued in the preformed group segment in 2017. • In May 2017 the WDVCB hosted a familiarization trip in conjunction with the Army Division Association. The group is comprised of military reunion planners. There were 17 attendees representing eight army associations. • In 2017 the WDVCB attended American Bus Association Marketplace, Circle Wisconsin Marketplace, and Travel Alliance Partners TAP Dance.

12 2017 WISCONSIN DELLS FESTIVALS, INC.

For over 30 years, we’ve been bringing travelers here to play in a different way - at festivals. Research showed these special events are the primary motivation for attendees to visit which, in many cases, translates to another overnight stay in Wisconsin Dells that might not otherwise have happened.

AUTOMOTION: MAY 20-21, 2017 DELLS ON TAP WEEKEND: OCTOBER 13-14, 2017 KILBOURN CITY LIVE MUSIC & ARTS FESTIVAL: SEPTEMBER 30, 2017

2017 FESTIVALS BOARD OF DIRECTORS Jill C. Diehl, President John Chastan Tommy Bartlett Exploratory Kalahari Resorts & Conventions - Interactive Science Center Tom Diehl Jesse DeFosse, Vice President Tommy Bartlett Show Showboat Saloon Mark Whitfield Dan Gavinski, Secretary/ Treasurer Noah’s Ark Waterpark Original Wisconsin Ducks® Romy Snyder Wisconsin Dells Visitor & Convention Bureau INCOME: $472,894 EXPENSES: $436,989

General Dells On Tap Weekend General Dells On Tap Weekend $327,558 $103,734 $35,699 $168,078 Automotion Kilbourn City Live Music Automotion Kilbourn City Live Music $12,850 & Arts Festival $153,191 & Arts Festival $28,752 $66,138 Dells Rare Barrel Affair $13,883 13 c

2017 BOARD OF DIRECTORS

2017 BOARD OF DIRECTORS* Accommodation: Attraction: John Chastan Beth Anacker Pete Tollaksen Kalahari Resorts & Conventions Ho-Chunk Gaming Wisconsin Deer Park 300+ units Guaranteed Seat Director-at-Large

Joe Eck Jill C. Diehl, President Mark Whitfield Wilderness Hotel & Golf Resort Tommy Bartlett Exploratory – Noah’s Ark Waterpark 300+ units Interactive Science Center Guaranteed Seat Director-at-Large Patti Fichter Campground: Chula Vista Resort Tom Diehl Becky Gussel 71-299 units Tommy Bartlett Show Sherwood Forest Camping Director-at-Large & RV Park John Koscielniak Grand Marquis Waterpark Dan Gavinski, Vice President Dells River District: Hotel & Suites Dells Boat Tours® Brian Landers 71-299 units Guaranteed Seat Restaurant: Dana Krueger JJ Gissal Dan Collar Sand County Service Company Original Wisconsin Ducks® Monk’s Bar & Grill 70 units or less Guaranteed Seat Mark Schmitz Brad Preissel Kevin Gruber Moosejaw Pizza & Dells Brewing Co. Black Hawk Motel Knuckleheads Trampoline Park • 71-299 units Rides • Bowling Shopping: Guaranteed Seat Ben Borcher Bernadette Starzyk Winnebago Fine Goods & Gift Shop Shamrock Motel Nick Laskaris 70 units or less Mt. Olympus Water & Theme Park Immediate Past President: Guaranteed Seat Mike Kaminski Associate/Visitor Services: Chula Vista Resort Jon Bernander, Secretary/Treasurer Travis Nelson Bank of Wisconsin Dells Kalahari Indoor Theme Park Guaranteed Seat

Kevin Ricks Ripley’s Believe It or Not! Museum Director-at-Large

ALTERNATE DIRECTORS* Accommodation: Attraction: Shopping: Scott Kalcik Amanda McGowan Chris Fearing Meadowbrook Resort Dells Boat Tours® St. Vincent de Paul Society Thrift Store Mary Macina Campground: SpringHill Suites by Marriott Brent Gasser Michelle Zuelke Wisconsin Dells Yogi Bear™ Camp-Resort & Outlets at The DellsSM Water Playground Associate/Visitor Services: Dave Schultz Restaurant: First Weber Group Jackie Morse MACS – Macaroni and Cheese Shop

* Term Served - November 2016 to October 2017 14 c

2017 COMMITTEES & STAFF

2017 COMMITTEES* Board Nominating: Marketing Committee: Sports Committee: Dan Gavinski, Chair Tom Diehl, Chair Dan Gavinski, Chair Jon Bernander Ben Borcher Dan Collar Jill C. Diehl Dan Collar Jeff Kaminski Tom Diehl Jill C. Diehl Chris Lechnir Joe Eck Kyler Royston Downtown Tourism Adam Fisk Kevin Shanley Development: Brent Gasser Tom Diehl, Chair Dan Gavinski Tourism Economic Jesse DeFosse Kevin Gruber Development: Justin Draper Mike Kaminski Jill C. Diehl, Chair Brian Holzem Dana Krueger John Chastan Nancy Holzem Nick Laskaris Tom Diehl Brian Landers Mary Macina Joe Eck Kevin Ricks Mark Whitfield Dan Gavinski Chris Tollaksen Brian Landers Kelli Trumble Meeting & Convention: Adam Makowski Kevin Shanley, Chair John Webb Executive Committee: Brian Decorah Jill C. Diehl, Chair Ann Kerian (The Bureau’s Executive Director Jon Bernander Shirley Lewandowski is a non-voting member on all Tom Diehl Renata Prellwitz committees.) Dan Gavinski Shannon Timmerman Mike Kaminski

CURRENT STAFF Felipe Garcia, Jr. Katelyn Czuprynko Visitor Services Representative Assistant Marketing Manager Executive Office: Romy Snyder Tim Gilles Natalja Deduna Executive Director Network Systems Manager Sales Manager

Wendy Fischer Brian Metke Dominique Madland Executive Assistant Accountant Communications Coordinator

Alexandra Harjung Amanda Rinaldi Leah Hauck Membership Sales & Mailroom Manager Assistant Communications Engagement Manager Nicki Robinson Penny Turner Accounting Manager Rhonda Parchem Membership Coordinator Marketing & Communications Burnis Turner Manager Administration: Technology & Operations Nichole Kocovsky Manager Kyra Popp Director of Administration Sales Manager Trent Uselmann Cindie Baken Accounting Assistant Alexa Voda Visitor Services Representative Web & Graphic Administrator Beverly Wolter Patty Bennett Administration Services Wisconsin Dells Lead Visitor Services Coordinator Festivals, Inc.: Representative Jenifer Dobbs Sales & Marketing: Festivals & Events Manager Dan Bratkowski Sarah Hudzinski Facilities Coordinator Director of Sales & Marketing Katie Fermanich Festivals & Events Assistant

15 WISCONSIN DELLS VISITOR & CONVENTION BUREAU 701 Superior Street | P.O. Box 390 | Wisconsin Dells, WI 53965 (608) 254-8088 | wisdells.com 16