Post on 26-Jul-2020
transcript
2016 AnnualReport
B LO O M I N G TO N - N O R M A L A R E A C O N V E N T I O N & V I S I TO R S B U R E A U
1Staff / Board Members
2 - 3Financial Information / BN by the Numbers
4 - 5Sales Objectives
6 - 9Marketing Strategies
1 0 -1 1Sports Commission
1 2 -1 3Looking Ahead
The Bloomington-Normal Area Convention and Visitors Bureau works to enhance the region’s economic vitality, sustainability and quality of life by marketing the county as a compelling destination.
Table of
CONTENTSFrom our
DIRECTOR
Tourism makes a difference in McLean County! Tourism for our area includes
business, weekend get-a-ways, motorcoach tours, university activities,
conventions, meetings, and sporting events. The Bloomington-Normal Area
Convention and Visitors Bureau’s major funding is through the hotel tax
dollars which the visitors pay when they stay here. The more visitors the
BNACVB and partners bring to BN, the more new money in our area. These
visitors shop, dine and stay in our hotels creating revenues from the taxes
they pay.
In 2016, through the bureau’s efforts in marketing, 250,000 visitors
representing 45,305 group rooms contributed to the local economy.
For every dollar the Convention and Visitors Bureau receives through the
visitor paid hotel tax, $10.20 is returned to the local economy. It is our
goal to give a successful financial return on the investment that the City of
Bloomington, the Town of Normal and the State of Illinois has granted us.
In this annual report we have noted our accomplishments in 2016. Our
significant partnerships with hotels, attractions, local and state governments,
athletic partners, volunteers and corporate sponsors make these
accomplishments possible.
We are all working together to make a difference in McLean County!
C R Y S T A L H O W A R DDIRECTORBloomington-Normal Area Convention and Visitors Bureau
Staff and Board | 1
BoardMEMBERS
S C O T T B L A C KBNACVB BOARD SECRETARY / TREASURERAlderman
City of Bloomington
K A T H L E E N L O R E N ZCouncilmember
Town of Normal
K E V I N M c C A R T H YCouncilmember
Town of Normal
C H A R L I E M O O R EMcLean County Chamber of Commerce
R O N N M O R E H E A DBNACVB BOARD CHAIRBN Trades & Labor
S T E V E N E W M A NBN Sports Commission
T A R I R E N N E RMayor of Bloomington
D A V I D S E L Z E RMcLean County Board
C R Y S T A LH O W A R DDIRECTORCrystal@visitbn.org
M A T TH A W K I N SSPORTS MARKETING MANAGERMatt@visitbn.org
R A C H A E L B E H R E N SGRAPHIC DESIGN &WEB MANAGERRachael@visitbn.org
B R I EL O H RCOMMUNICATIONS & MARKETING COORDINATORBrie@visitbn.org
K Y L ED A V I SSALES MANAGERKyle@visitbn.org
S A M A N T H AM O R E H E A DTOURISM MARKETING MANAGERSamantha@visitbn.org
StaffMEMBERS
FinancialINFORMATION
E X P E N D I T U R E S
R E V E N U E
2 | Financial Information
34% OPERATING EXPENSES
21% SPORTS MARKETING
17% ADVERTISING
13% ADMINISTRATIVE EXPENSES
11% RETENTION / ATTRACTION FUND & CONTRACTUAL OBLIGATIONS
4% PUBLICATIONS
38% CITY OF BLOOMINGTON - HOTEL TAX
28% STATE OF ILLINOIS - GRANT
17% TOWN OF NORMAL - HOTEL TAX
13% OTHER INCOME
4% SPORTS COMMISSION
BN by the Numbers | 3
BN by the
NUMBERS
FOR EVERY $1 OF HOTEL TAX RECEIVED$10.20 IS RETURNED TO THE
LOCAL ECONOMY.
E C O N O M I C I M P A C T
$7, 067, 580H O T E L T A X D O L L A R S
$693, 000H O T E L R O O M N I G H T S
45, 305V I S I T O R S
247, 156
Sales Objectives | 5
Networking
Below are some of the 2016 networking activities the
BNACVB participated in with national, state and local
organizations.
• Abraham Lincoln National Heritage Area
• American Bus Association
• Association for Women in Communications
• Bloomington Kiwanis Club
• Bloomington-Normal Hotel and Lodging Association
• Downtown Bloomington Association
• Illinois Council of Convention and Visitors Bureaus
• Illinois Hotel and Lodging Association
• Illinois Route 66 Association
• Illinois Society of Association Executives
• McLean County Chamber of Commerce Events
• McLean County Chamber of Commerce Next
Professionals
• National Association of Sports Commissions
• National Tour Association
• Route 66 Scenic Byway
• Sports Illinois
• Sunrise Rotary
• Uptown Normal Partners
Tradeshows and Conferences
AMERICAN BUS ASSOCIATION (ABA) TRADE SHOWLouisville, KY • 18 Appointments
ILLINOIS GOVERNOR’S CONFERENCE ON TRAVEL & TOURISM
ILLINOIS SOCIETY OF ASSOCIATION EXECUTIVES (ISAE) CONVENTION & TRADESHOWSpringfield, IL • Networked with over 50 Association Meeting
Planners
ISAE SUMMER SESSIONChampaign, IL • Networked with over 75 Association Meeting
Planners & Industry Partners
ISU PREVIEW EXPO
LOCAL SALES BLITZ ON RELIGIOUS MARKET
NATIONAL ASSOCIATION OF SPORTS COMMISSIONS’ SPORTS EVENT SYMPOSIUMGrand Rapids, MI • 15 Appointments
ROUTE 66 MILES OF POSSIBILITY CONFERENCE Bloomington, IL • 95 in attendance from 11 different states
ROUTE 66 MOTHER ROAD FESTIVAL Springfield, IL • Networked with over 200 people
TWIN CITIES SHOWCASE
American Bus Association
BNACVB
Annual Luncheon
Illinois Office of TourismPress Conference
Governor Rauner speaking at the
Illinois Governor’s Conference
on Travel & Tourism
B ee N ergized
at one of Bloomington-Normal’s five premier golf courses.
We’re serious about sports!
www.PrairieVistaGC.com
www.HighlandParkGC.com
www.GolfIronwood.org
www.ISUGolf.com
JUNE 26-29, 2016www.TheYouthClassic.com
VisitBN.org / 800.433.8226
An Arnold Palmer Signature Golf Course
the
at FOX CREEK
www.TheDenGC.com
Be iNdulged
with over 65 unique eateries in
BLOOMINGTON-NORMALUse #VisitBNdining for a chance to win a gift card!
FA R M TO F O R K • C R A F T B E E R F E S T I VA L S • TA PA S
VisitBN.org \ 309.665.0033
6 | Marketing Strategies
Marketing STRATEGIES Print Publications
The BNACVB advertised in 12 print publications in 2016 which
reached a circulation of 1,340,100 people. Some of the major
publications included: Chicago District Golfer, Food Traveler
Magazine, Midwest Meetings, Sports Destination Management
and Travel Illinois. These advertisements help attract visitors
and showcase our area’s top attractions.
Radio Announcements
The BNACVB recorded weekly radio spots that highlighted
local events submitted on our website such as festivals,
sporting events, concerts and more. They were broadcast on
the local stations WGLT, Magic 99.5 FM, Bob FM and WJBC.
Digital Billboards
Each month, custom-designed billboards were displayed to
welcome convention groups and highlight local events and
activities submitted on our website. The digital billboard is
located on the corner of Lincoln Street and Veterans Parkway,
making it convenient for incoming visitors to view.
Ch
icag
o D
istr
ict
Go
lfer
Fo
od
Tra
vele
r
Partners in Promotion
Partners in Promotion is a grant program that the BNACVB
offers to organizations hosting tourism events in McLean
County. Listed below are the events that the BNACVB
awarded Partners in Promotion grants to in 2016.
• Champagne British Car Festival
• Cultural Festival
• Danvers Days
• Downtown Bloomington Association Farmers’ Market
• Festival of Trees
• Front Street Music Festival
• Kite Fest 2016
• Lincoln’s Festival
• Sugar Creek Arts Festival
Marketing Strategies | 7
Social Media
The BNACVB continued to use the hashtag #VisitBN, which
allows followers to share with us what they love about the
Bloomington-Normal area. We also continued to highlight
attractions through “Tour Tuesdays,” and participated in Enjoy
Illinois’ weekly Instagram challenge.
Media Highlights
I N T H E N E W SBN was highlighted in the following publications in 2016:
FOOD TRAVELER MAGAZINE“With its annual festivals, restaurants, bars and live
entertainment, Bloomington-Normal offers both world-class
culture and small-town rural charm.”
THE NEW YORK TIMES“…I would spend days following the David Foster Wallace
Places of Significance map of haunts from his teaching days
that the Bloomington-Normal Area Convention & Visitors
Bureau helpfully supplies.”
ROUTE 66 MAGAZINE “On your next trip down the Mother Road, consider spending
some time in historic and iconic central Illinois, USA. You will
be amazed at what these places have to offer.”
P R E S S R E L E A S E S In 2016, 27 press releases were sent to the local media
to inform them about upcoming sporting events, major
conventions and events.
A S O F 2 0 1 6 , W E H A D O V E R . . .
2,701 F A C E B O O K L I K E S
2, 381 T W I T T E R F O L L O W E R S
940 I N S T A G R A M F O L L O W E R S
8 | Marketing Strategies
Marketing STRATEGIES BNACVB Websites
The BNACVB and Sports Commission own and operate
three different websites. Listed below are the numbers
of pageviews along with a description of each website.
Pageviews are the total number of pages viewed on the
website.
V I S I T B N . O R G590, 389 PAGEVIEWSThis site provides visitors with information regarding
everything they need to know about BN. Also included on our
website is our blog, BN Life, which features monthly posts on
various topics regarding holiday activities, self-guided tours
and major events.
T H E Y O U T H C L A S S I C . C O M34,455 PAGEVIEWSThe Youth Classic website enables event attendees to register
for the tournament, obtain information regarding tournament
updates and to view tournament results.
M I D W E S T N A T I O N A L S . C O M15,878 PAGEVIEWS The Midwest Nationals website allows viewers to register for
the tournament, learn about the history of this event and view
tournament updates and results.
Marketing Strategies | 9
Visitor Guide
Once a year, the BNACVB creates an official visitor guide
that includes a complete list of restaurants, attractions,
accommodations, annual events and local area information.
In 2016, a total of 36,200 guides were printed and distributed
at conventions, sporting events, local hotels, businesses and
tourist information centers.
Other
In addition to our advertising and marketing materials, listed
below are other BNACVB marketing tools created for the
education of visitors and locals about BN.
T O U R I S M T I M E S N E W S L E T T E R Sent quarterly, our newsletter includes information on
conventions, major events, trade shows, conferences and a
highlighted tour or attraction.
K I O S K S The BNACVB owns and operates four different kiosks. These
kiosks enable viewers to obtain information in a convenient
way through the display of our VisitBN website. There was
a total of 3,343 sessions in 2016, which means visitors and
locals are taking advantage of this resource. The kiosks are
located at the following attractions:
• Cruisin’ with Lincoln on 66 Visitors Center
• David Davis Mansion
• Eastland Mall
• ISU Bone Student Center
V I S I T O R C O U P O N B R O C H U R E 30 different BN businesses, restaurants and attractions
participated in our annual coupon brochure, which is
distributed to visitors, convention and tour groups and at
sporting events.
E - B L A S T S In 2016, several e-blasts were created to target tour operators
in promotion of major events held in BN. These events
included summer festivals and Route 66.
10 | Sports Commission
SportsCOMMISSION Sports Commission Owned Events
T H E Y O U T H C L A S S I C With the support of a strong steering committee, generous
sponsors and six local golf courses, the 15th annual golf
tournament featured 350 youth golfers. These golfers ranged
in age from 3-22, and represented 8 different states.
M I D W E S T N A T I O N A L S W R E S T L I N G T O U R N A M E N T The 2016 wrestling tournament hosted over 1,100 wrestlers
for the second straight year. These wrestlers, representing
18 different states, were joined by Olympic Champion and
wrestling legend, Dan Gable, who kicked off the 13th annual
event.
S T A T E F A R M S T U D E N T- A T H L E T E R E C O G N I T I O N B A N Q U E T Organized by the Sports Commission, Special Olympics
Illinois, WJBC, You Name It Sports and State Farm,
the banquet recognized 11 local high school athletes,
coaches, teams, Special Olympics athletes, etc. for their
accomplishments on and off the field of play. Former NCAA
National Soccer Player of the Year, Ashlee Pistorius-Slayback,
delivered an uplifting message to the 150 attendees.
The Bloomington-Normal Area Sports Commission is the Sports Marketing division of the BNACVB and provides leadership, guidance and expertise in attraction and administering amateur sporting events for the BN area.
The Youth Classic
Midwest Nationals
Wrestling Tournament
State Farm Student-AthleteRecognition Banquet
Sports Commission | 11
Events
The BNACVB / Sports Commission served on the local
organizing committee for the following successful events:
• Bloomington Criterium
• IHSA: Boys Golf, Competitive Cheerleading, Competitive
Dance, Dual Team Wrestling, Girls Basketball, Volleyball
State Finals
• State Farm Holiday Classic
Executive Board
The Sports Commission Board’s role is to provide guidance
and to carry the mission of the Sports Commission in
partnership with the BNACVB. Board members include:
JOHN ALTHOFFBN Sports Commission Chair
State Farm
DENISE BALAGNABloomington Parks & Recreation Department
JIM BENSONThe Pantagraph
LEANNA BORDNERIllinois State Athletics
WILBERT DAVIS
CARY FREYNormal Parks & Recreation Department
STAN LEWISNormal Community West High School
KATHLEEN LORENZCouncilmember, Town of Normal
STEVE NEWMAN
BETH SAUSERIllinois High School Association
JON VOEGELEBN Sports Commission Vice Chair
COUNTRY Financial
MIKE WAGNERIllinois Wesleyan Athletics
RICH ZELLERAvanti’s Italian Restaurant
Bloomington Criterium
IHSA Dance
IHSA Volleyball
State Farm
Holiday Classic
Ryburn Place
12 | Looking Ahead
Looking AHEAD New in 2017
R Y B U R N P L A C ESprague’s Super Service was completed in the early 1930s
by local contractor William W. Sprague, with a restaurant,
gas station and garage to meet the needs of travelers along
Route 66. The building is currently being restored by Terri
Ryburn. When restoration is complete, the building will
house Ray’s Coffee Shop, Hazel’s Tea Room and Bill’s Garage
Theatre. Opening is scheduled for March 2017.
T H E R A D I S S O N H O T E LSlated for a late 2017 opening, the new Radisson hotel will be
located at 8 Traders Circle in Normal. It’s projected to have
158 guestrooms and a 12,000-square foot conference center.
D E S T I H L B R E W E R YDestihl Restaurant and Brew Works is opening its own
47,000-square foot brewery, which is scheduled to open in
the spring. The facility will also include a 6,300-square foot
beer hall & outdoor beer garden, featuring the bold flavors
of DESTIHL’s beer and food to enjoy in-house or carry-out.
Guided tours will be available of the facility.
S I G N A G EBloomington-Normal has been designated one of the six
official Gateway Communities to the Abraham Lincoln
National Heritage Area. A sign detailing this information will
be placed along the interstate. This new signage will attract
visitors into our community and with all the attractions we
have to offer, we look forward to giving them a memorable
experience.
The Radisson Hotel
Destihl Brewery
Signage
Looking Ahead | 13
Strategic Planning
Members of the Bloomington-Normal Area Convention and
Visitors Bureau Board of Directors met in July 2016 to ideate
the future growth and direction for the destination and the
organization. The Board evaluated new ways to increase
visitors to the County.
2 0 1 7 - 2 0 1 9 G O A L S• Enhance the awareness, appreciation and support of the
BNACVB and the visitor economy in the region
• Human resources and staff development
• Articulate and advocate for destination enhancing
development
• Enhance the governance and Impact of the BNACVB
M I S S I O N S T A T E M E N TThe Bloomington-Normal Area Convention and Visitors
Bureau works to enhance the region’s economic vitality,
sustainability and quality of life by marketing the county as a
compelling destination.
V I S I O N S T A T E M E N T The Bloomington-Normal Area will be a top of mind
destination where people just want to be, enjoying a unique
and diverse collection of experiences.
Hotel and Attractions Meeting
The BNACVB sales staff hosted a hotel/attractions meeting
at Miller Park Zoo. The purpose of the meeting was two-fold:
• To educate our hotels and attractions about the
BNACVB projects currently underway, as well as
programs to be implemented in the future
• To allow our hospitality community members to network
with each other to ultimately offer our visitors an
improved experience when in Bloomington-Normal
A survey was emailed through Survey Monkey to all of the
hotels and attractions in order to gather feedback regarding
their relationship to the BNACVB and what things could be
improved on. Some of the responses included:
• “Fantastic, staff is always helpful and accommodating to
my hotel’s needs!”
• “It seems to be going well. More festivals”
• “Continue to keep us updated with events/needs”
• “Promotional opportunities and regional tourism
initiatives”
• “Quarterly meetings”
• “One page informational sheet on events in the
community”
Uptown Station
Hotel and Attractions
Meeting
Miller Park Zoo
BLOOMINGTON-NORMAL AREA CONVENTION AND VISITORS BUREAU
3201 CIRA Drive, Suite 201, Bloomington, Illinois 61704
VisitBN.org \ 309.665.0033