Wisconsin Dells Visitor & Convention Bureau 701 Superior Street Wisconsin Dells, WI 53965 (608) 254-8088 www.wisdells.com

PERFORMANCE REPORT JANUARY-FEBRUARY 2021

EXECUTIVE OFFICE

Community/State Meetings & Events • The following meetings/events were attended by Romy Snyder, President/CEO: o Destinations Wisconsin CEO Forum, Virtual, January 14, 2021 o Destinations Wisconsin Board Meeting, Virtual, January 15, 2021 o Tourism Federation of Wisconsin Meeting, Virtual, February 19, 2021

MEMBERSHIP DEPARTMENT

Membership E-Newsletter

January February 2021 YTD 2020 YTD Sent 588 547 1,135 1,164 Opened 276 / 47% 219 / 40% 495/ 44% 495 / 42% Contact Penny Turner at (608) 254-9878 or [email protected] to sign up for the WDVCB member e-newsletter.

Membership Sales

January February 2021 2020 2021 Membership As of Agreements Agreements % Investment Agreements 12/31/20 New Renew New Renew as of as of Change 2/28/21 2/29/20 Accommodation 86 0 0 0 0 86 86 0.0% Attraction 86 0 0 0 0 86 90 -4.4%

Campground 19 0 0 0 0 19 19 0.0% Restaurant/Bar 97 1 0 0 0 98 104 -5.8% Retail 65 0 0 0 0 65 72 -9.7%

By Division Visitor Services 26 0 0 0 0 26 32 -18.8%

t/Limited/Bundled Tourism Sub-Total 379 1 0 0 0 380 403 -5.7% Associate 83 2 0 0 0 85 91 -6.6% Curren Total 462 3 0 0 0 465 494 -5.9%

Employee Entertainment Cards

January February 2021 YTD 2020 YTD % Change Cards Issued 35 22 114 136 -16.2% Vouchers Issued 100 57 314 556 -43.5%

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MARKETING & COMMUNICATIONS DEPARTMENT

Advertising Campaigns

Winter Campaign TV Streaming Radio Interactive 2021 Total 2020 Total January-February Video by Market by Market A Markets Milwaukee $54,583 $54,583 $71,328 Green Bay/Appleton $20,967 $20,967 $31,263 Chicago $181,933 $181,933 $288,454 B Markets Minneapolis $63,737 $63,737 $82,476 All Markets $50,000 $5,647 $166,498 $222,145 $174,989 Total by Media $321,220 $50,000 $5,647 $166,498 $543,365 $648,510 wisdells.com

January February 2021 YTD 2020 YTD % Change Total Visits 161,118 159,394 320,512 302,840 5.8% Organic, Referral, Direct, Etc. 76% 64% Paid 14% 15% Unique Visits 127,815 117,877 245,692 242,671 1.2%

Social Media Channels (non-paid)

Facebook January February 2021 YTD Engagements* 46,051 20,804 66,855 Link Clicks 23,000 9,424 32,424 Current Total Fans 349,480

Twitter January February 2021 YTD Engagements* 462 358 820 Link Clicks 403 344 747 Current Total Followers 11,215

Instagram January February 2021 YTD Engagements* 1,983 2,161 4,144 Current Total Followers 24,690 *Engagement: The number of interactions with your social content such as likes, comments, shares, retweets, video views, etc. eMarketing (Newsletters)

Eguide (Monthly) January February Subscribers 64,903 65,000 Open Rate 19% 17%

Public Relations Media Mix Snapshot Number of Mentions by Media Group Microblog - 72.1% Television station - 11% Radio station - 7.9% Online, consumer - 5.4% Social networking site - 1.3% Cable/satellite - network/station - .8% Other - 1.5%

4,577 Total Articles

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Public Relations cont.

January February 2021 YTD 2020 YTD Media Contacts 10 3 13 19 Mentions (see below) 2,105 2,472 4,577 5,049 Est. Publicity Value $281,700 $403,900 $685,600

Past January February Mentions • Golfers on Golf Radio Chicago – WILD • 620 WTMJ – Travel Wisconsin: Wisconsin Dells ROCK READY FOR WILD & BUSY 2021 • Grand Rapids Kids – Road Trip! Summer Vacation • Eat This, Not That! – The Best Spots & Spring Break Trips that you can Drive to from Steakhouse in Every State Michigan • Meghan Joy Yancy – Blog on • Miss Northerner – A Different Side of Wisconsin Dells Wisconsin Dells • Chicago Tribune – Wisconsin is for lovers: Secluded, romantic getaways are only a few hours’ drive away

Upcoming Mentions • Working on hosting 2-3 influencers in March

SALES DEPARTMENT

Leads

New Leads January February 2021 YTD 2020 YTD Meetings & Conventions 4 0 4 13 Groups & Reunions 1 3 4 19 Sports 2 0 2 1 Total 7 3 10 33 Sales Lead: A sales lead results from event planners requesting sales staff to gather availability and pricing on their behalf. The sales team generates a comprehensive proposal for the client to review. To qualify as a sales lead, the event must generate a minimum of 10 guest rooms nightly.

Member Referrals January February 2021 YTD 2020 YTD Number of Member Referrals 96 35 131 423 Sales Referral: A referral results from sales staff suggesting and connecting a client with a member business to meet their specific needs or requests. Referrals can result in follow up from trade show appointments, client information requests, or when assisting planners with recommendations through convention services.

Convention Services

January February 2021 YTD 2020 YTD Number of Groups Serviced 1 1 2 14 Services Provided 30 Name Badges 1 Welcome Basket 25 Welcome Bags 1 Welcome Basket

Tradeshows/Meetings – Bureau Attended

Show/Meeting Type* Dates Location Est. Attendance Meeting Planners International – WI M&C 01/14/21 Virtual 41 Attendees Chapter American Bus Association G 01/27/21 Virtual 1,000+ Attendees Circle Wisconsin G 01/28/21 Virtual 30 Attendees American Bus Association Virtual G 02/16/21 Virtual 2 Appointments with Appointments Tour Operators Meeting Planners International – WI M&C 02/18/21 Virtual 49 Attendees Chapter *G-Group, M&C-Meetings & Conventions, S-Sports

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VISITOR SERVICES DEPARTMENT

Welcome Center Activity

Visitor Engagement January February 2021 YTD 2020 YTD % Change Calls 247 347 594 706 -15.9% Emails ([email protected]) 31 29 60 172 -65.1% Chat Sessions 53 71 124 127 -2.4% Walk-Ins 313 308 621 761 -18.4% Work Permits Issued 11 9 20 10 100%

Gift Card Sales January February 2021 YTD 2020 YTD % Change Visitor Gift Cards Issued 68 41 109 193 -43.5% Gift Card Sales $9,075 $5,095 $14,170 $21,665 -34.6% Promotions Gift Cards Issued 0 0 0 0 0.0% Gift Card Sales $0 $0 $0 $0 0.0% In-House Gift Cards Issued 0 0 0 45 -100% Gift Card Sales $0 $0 $0 $1,875 -100% Gift Card Merchants January February 2021 YTD Total Merchants Merchants added 0 0 0 218

MAILROOM

Literature Distribution

2020 Vacation Guide January February 2020 Guide 2019 Guide % Change Printed 200,000 Distribution to date Distribution to date 1-24 guides mailed 1,454 590 32,452 36,239 -10.5% 25+ guides mailed 120 0 20,633 38,734 -46.7% Racks – in area 1,780 900 40,480 79,760 -49.2% Racks – out area 0 200 15,810 33,400 -52.7% Total 3,354 1,690 109,375 188,133 -41.9%

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