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ANNUAL REPORT 2017

WISCONSIN DELLS VISITOR & CONVENTION BUREAU

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. DiehlPresident

Romy A. SnyderExecutive Director

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CONTENTS

Letter from President & Executive Director

Vision & Mission Statements

Economic Impact

Financials

Performance Report

Marketing

Public Relations

Meetings, Conventions, Sports & Groups

Festivals & Events

Board of Directors

Committees & Staff

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MISSION STATEMENTThe WDVCB is the official destination marketing organization for the Wisconsin Dells area whose mission is to grow the economic impact of tourism through marketing, public relations and development efforts that benefit our visitors and members.

VISION STATEMENTOur vision is to secure the Wisconsin Dells area as a national year-round tourism destination by providing visitors with a unique and diverse recreational experience unsurpassed in quality, which offers the WDVCB membership and staff a framework for growth and economic opportunity.

WDVCB members understand the commitment and dedication it takes to build a successful destination. In Wisconsin Dells, membership means more than signing a contract and paying membership dues. WDVCB members write bylaws, set policy and give direction to Bureau staff. More importantly, they volunteer their time, talent and resources to contribute to the success of Bureau events and programs. As leaders in the tourism industry, they are also active in statewide tourism issues and policies.

NUMBER OF WDVCB MEMBERS BY DIVISION

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

TOTAL 493 509

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2017 ECONOMIC IMPACTEST. VISITOR SPENDING

2016 2017 % ChangeDirect 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 EXPENDITURECOMPARISON BY SEASON

TOTAL JOBS SUPPORTED (FULL-TIME JOB EQUIVALENTS)

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

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2016

2017

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

$500,000,000

$400,000,000

$300,000,000

$200,000,000

$100,000,000

$0

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 % ChangeState $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.

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2017 BUREAU FINANCIALSTOTAL INCOME: $13,938,449

ROOM TAX INCOME: $11,752,141

MEMBERSHIP INCOME: $1,415,022

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

Room Tax $11,752,141

Membership $1,415,022

Program Income $644,878

Other Income $126,409

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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

TOTAL EXPENSES: $11,914,110

*Annual meeting, seminars, member directory, etc.

Marketing$9,712,317

Administration$2,049,956

Membership*

$118,054

Development$33,783

MARKETING EXPENSES: $9,712,317

Summer Leisure $5,972,092

Convention Sales $434,625

Public Relations $90,120

Year-Round $1,638,270

Winter/Spring Leisure $891,328

Fall Leisure $302,218

Sports $161,394

Winter Holiday $222,269

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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

wisdells.com 2016 2017

Total Site Visits 3,110,724 3,090,606

Unique Visits 2,328,311 2,363,218

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 (info@wisdells.com) 3,338 1,816

Chat Sessions 999 874

Walk-ins Downtown 36,313 37,247

Walk-ins Lake Delton 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

2017 PERFORMANCEREPORT

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2017 MARKETINGHIGHLIGHTS

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 Milwaukee Brewers vs. Chicago 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.

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2017 MARKETINGCAMPAIGN COLLATERAL

Vacation Guide

Planning Guide Sports Planning Guide

Direct Mail

Sports Planning GuideTournaments Sporting Events Other Events playinthedells.com

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2017 STANDOUTMOMENTS 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.

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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 & CONVENTIONSIn 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.

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

2017 FESTIVALS BOARD OF DIRECTORS

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General $327,558

Automotion $12,850

EXPENSES: $436,989INCOME: $472,894

Dells On Tap Weekend $103,734

Kilbourn City Live Music& Arts Festival $28,752

Jill C. Diehl, PresidentTommy Bartlett Exploratory - Interactive Science Center

Jesse DeFosse, Vice PresidentShowboat Saloon

Dan Gavinski, Secretary/ TreasurerOriginal Wisconsin Ducks®

John ChastanKalahari Resorts & Conventions

Tom DiehlTommy Bartlett Show

Mark WhitfieldNoah’s Ark Waterpark

Romy SnyderWisconsin Dells Visitor & Convention Bureau

General $35,699

Automotion $153,191

Dells On Tap Weekend $168,078

Kilbourn City Live Music& Arts Festival $66,138

Dells Rare Barrel Affair $13,883

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Accommodation:John ChastanKalahari Resorts & Conventions 300+ units

Joe EckWilderness Hotel & Golf Resort300+ units

Patti FichterChula Vista Resort71-299 units

John KoscielniakGrand Marquis Waterpark Hotel & Suites71-299 units

Dana KruegerSand County Service Company70 units or less

Brad PreisselBlack Hawk Motel71-299 units

Bernadette StarzykShamrock Motel70 units or less

Associate/Visitor Services:Jon Bernander, Secretary/TreasurerBank of Wisconsin Dells

Attraction:Beth AnackerHo-Chunk GamingGuaranteed Seat

Jill C. Diehl, PresidentTommy Bartlett Exploratory – Interactive Science CenterDirector-at-Large

Tom DiehlTommy Bartlett ShowDirector-at-Large

Dan Gavinski, Vice PresidentDells Boat Tours®

Guaranteed Seat

JJ GissalOriginal Wisconsin Ducks®

Guaranteed Seat

Kevin Gruber Knuckleheads Trampoline Park • Rides • BowlingGuaranteed Seat

Nick LaskarisMt. Olympus Water & Theme ParkGuaranteed Seat

Travis NelsonKalahari Indoor Theme ParkGuaranteed Seat

Kevin RicksRipley’s Believe It or Not! MuseumDirector-at-Large

Pete TollaksenWisconsin Deer ParkDirector-at-Large

Mark WhitfieldNoah’s Ark WaterparkGuaranteed Seat

Campground:Becky GusselSherwood Forest Camping & RV Park

Dells River District:Brian Landers

Restaurant:Dan CollarMonk’s Bar & Grill

Mark SchmitzMoosejaw Pizza & Dells Brewing Co.

Shopping:Ben BorcherWinnebago Fine Goods & Gift Shop

Immediate Past President:Mike KaminskiChula Vista Resort

2017 BOARD OF DIRECTORS*

Accommodation:Scott KalcikMeadowbrook Resort

Mary MacinaSpringHill Suites by Marriott Wisconsin Dells

Associate/Visitor Services:Dave SchultzFirst Weber Group

Attraction:Amanda McGowanDells Boat Tours®

Campground:Brent GasserYogi Bear™ Camp-Resort & Water Playground

Restaurant:Jackie MorseMACS – Macaroni and Cheese Shop

Shopping:Chris FearingSt. Vincent de Paul Society Thrift Store

Michelle ZuelkeOutlets at The DellsSM

ALTERNATE DIRECTORS*

* Term Served - November 2016 to October 2017

2017 BOARD OF DIRECTORS

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Board Nominating:Dan Gavinski, ChairJon BernanderJill C. DiehlTom Diehl

Downtown Tourism Development:Tom Diehl, ChairJesse DeFosseJustin DraperBrian HolzemNancy HolzemBrian LandersKevin RicksChris TollaksenKelli Trumble

Executive Committee:Jill C. Diehl, ChairJon BernanderTom DiehlDan GavinskiMike Kaminski

Marketing Committee:Tom Diehl, ChairBen BorcherDan CollarJill C. DiehlJoe EckAdam FiskBrent GasserDan GavinskiKevin GruberMike KaminskiDana KruegerNick LaskarisMary MacinaMark Whitfield

Meeting & Convention:Kevin Shanley, ChairBrian DecorahAnn KerianShirley LewandowskiRenata PrellwitzShannon Timmerman

Sports Committee:Dan Gavinski, ChairDan CollarJeff KaminskiChris Lechnir Kyler RoystonKevin Shanley

Tourism EconomicDevelopment:Jill C. Diehl, ChairJohn ChastanTom DiehlJoe EckDan GavinskiBrian LandersAdam MakowskiJohn Webb

2017 COMMITTEES*

Executive Office:Romy SnyderExecutive Director

Wendy FischerExecutive Assistant

Alexandra HarjungMembership Sales & Engagement

Penny TurnerMembership Coordinator

Administration:Nichole KocovskyDirector of Administration

Cindie BakenVisitor Services Representative

Patty BennettLead Visitor Services Representative

Dan BratkowskiFacilities Coordinator

Felipe Garcia, Jr.Visitor Services Representative

Tim GillesNetwork Systems Manager

Brian MetkeAccountant

Amanda RinaldiMailroom Manager

Nicki RobinsonAccounting Manager

Burnis TurnerTechnology & Operations Manager

Trent UselmannAccounting Assistant

Beverly WolterAdministration Services Coordinator

Sales & Marketing:Sarah HudzinskiDirector of Sales & Marketing

Katelyn CzuprynkoAssistant Marketing Manager

Natalja DedunaSales Manager

Dominique MadlandCommunications Coordinator

Leah HauckAssistant Communications Manager

Rhonda ParchemMarketing & Communications Manager

Kyra PoppSales Manager

Alexa VodaWeb & Graphic Administrator

Wisconsin Dells Festivals, Inc.:Jenifer DobbsFestivals & Events Manager

Katie FermanichFestivals & Events Assistant

CURRENT STAFF

2017 COMMITTEES & STAFF

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(The Bureau’s Executive Director is a non-voting member on all committees.)

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WISCONSIN DELLS VISITOR & CONVENTION BUREAU701 Superior Street | P.O. Box 390 | Wisconsin Dells, WI 53965

(608) 254-8088 | wisdells.com