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Brad TollPresident/CEO

Welcome Officials

State Senator Frank LaseeState Representative Eric Genrich

State Representative John Macco

County Executive Troy Streckenbach

Green Bay Mayor Jim Schmitt

Green Bay Alderman Randy Scannell

Algoma Alder/Tourism Committee Jan Dart

US Representative Ribble Carl Soderberg

Thank You Corporate Sponsors

Greater Green Bay CVB

Board of Directors

• Ron Antonneau –Wisconsin Public Service

• Scott Dettmann – Tundra Lodge

• Joy Krieger – Algoma Chamber of Commerce

• Geoff Lacy – Davis & Kuelthau

• Bill Meulbroek – SchenckBusiness Solutions

• Steve Ninham – Oneida Representative

• Tom Olson – Member At Large

• Pat Olejniczak – Kress Inn & Bemis Conference Center

• Ed Policy – Green Bay Packers

• Steve Sengstock – Heritage Hill State Historical Park

• Adrian Ulatowski – Davis & Kuelthau

• Carol Van Vreede – Skyline Exhibit Resources

• David Vincent – Baymont Inn & Suites

• Mark Wagner – Green Bay Packers

• Bruce Wolf – Comfort Suites/

1951 West

CVB Mission

Market to out-of-town visitors

Advocate for visitor needs

Link visitors to our partners

Generate business sales and

tax revenue

Sarah KlavasDeputy Secretary

Wisconsin Department of Tourism

TOURISM WORKS FOR WISCONSIN

• All 72 counties increased in visitor spending.

• Visitor growth topped 102 million.

• Per trip spending increased 5.3%

• Tourism directly and indirectly supports 187,643 jobs.

ECONOMIC IMPACT OF TRAVELER EXPENDITURES

Travelers

Meetings & Conventions, Gas, Food, Lodging, Amusement, Recreation, Entertainment, Campgrounds

Community

Car, Rental Car, RV

April 2015

The Economic Impact of Tourism in:

Brown County, Wisconsin

12

Key themes for 2014

The Brown County, Wisconsin visitor economy surged in 2014.

Visitor spending grew 5.5% to reach $588 million.

Brown County ranks 5th among all Wisconsin counties when

ranked by visitor spending.

Visitor spending growth in the county was higher than the state

average in 2014.

Visitor spending generated $980 million in total business sales.

A total of 11,202 jobs, with income of $405 million were sustained

by visitors last year.

Including indirect and induced impacts, tourism in Brown County

generated $85 million in state and local taxes and $103 million in

Federal taxes last year.

13

How important is tourism

Visitors spent $141 million on food and beverages in 2014 – or

about the same amount as all salaries paid to the Green Bay

Packers players.

11,202 jobs were supported by visitor spending in Brown

County in 2014 – which would be just about one job for every

resident of Suamico.

The $85 million in state and local governmental revenue would

fund about 85% of the City of Green Bay’s budget.

Key Themes

15

Employment growth in source markets

Employment in key source

markets has been growing

since 2010 with growth

significantly increasing in late

2013 and 2014.

The growth in the number of

jobs has helped lower the

unemployment rate to near to

pre-recession levels.

More employed people

increases income, supporting

travel spending from key

source markets.

0%

1%

2%

3%

4%

5%

6%

7%

8%

9%

10%

2,600

2,650

2,700

2,750

2,800

2,850

2,900

2,950

2007Q1

2008Q1

2009Q1

2010Q1

2011Q1

2012Q1

2013Q1

2014Q1

Th

ou

sa

nd

s

Employment - Total Unemployment rate

$

Wisconsin Employment & Unemployment

0%

2%

4%

6%

8%

10%

12%

4,000

4,100

4,200

4,300

4,400

4,500

4,600

4,700

2007Q1

2008Q1

2009Q1

2010Q1

2011Q1

2012Q1

2013Q1

2014Q1

Th

ou

sa

nd

s

Employment - Total Unemployment rate

$

Chicago Employment & Unemployment

16

Consumers are feeling more cheerful

Businesses and consumers are feeling more optimistic

about the state of the economy and their personal financial

situations.

17

Lower Fuel Prices Free Up Resources

Fuel prices have been on

a two-year slide, freeing up

resources to spend in

other categories.

Low gas prices also boost

consumer confidence,

encouraging more trips

and visitor spending that

otherwise might not occur.

The lower gas prices save

each household around

$1000.

$1.00

$1.50

$2.00

$2.50

$3.00

$3.50

$4.00

$4.50

200

5

200

6

200

7

200

8

200

9

201

0

201

1

201

2

201

3

201

4

201

5

All grades gasprices12 m mov ave

Fuel Prices steadied in 2013 & 4

Source: Tourism Economics

Midwest All Grades Conventional Retail Gasoline Prices

18

Plunging gasoline prices are a boon for consumers

18

Around $1000 per household in

2015

Local Visitor Spending Analysis

20

Visits

Visits are defined as the

number of person-stays of

travelers, i.e., one person on

one visit to Brown County

either overnight or over 50

miles for a day trip.

Brown County welcomed nearly

5.3 million visits in 2014.

Of those 5.3 million visits,

nearly 1.8 million (33%) were

overnight visits.

Day visitation grew 2.8% in

2014, supporting visitation

growth.

-1.5%

-1.0%

-0.5%

0.0%

0.5%

1.0%

1.5%

2.0%

2.5%

3.0%

0

1,000

2,000

3,000

4,000

5,000

6,000

1 2 3 4

Overnight Day % Change

$

VisitationThousands of Person-stays

Sources: Tourism Economics

Overnight, 1,77433%

Day3,52367%

Brown County VisitsThousands of person-stays

21

Visitor spending

Driven by improving

labor markets and

stronger consumer

confidence in key

feeder markets,

visitor spending in

Brown County

surged in 2014,

growing 5.5% to

reach $588 million.

Brown’s visitor

spending growth in

2014 was the highest

since 2011.

$481.5

$536.6 $550.7 $557.7$588.4

0%

2%

4%

6%

8%

10%

12%

0

100

200

300

400

500

600

700

2010 2011 2012 2013 2014

Visitor Spending % Chng

$

Tourism Industry SalesUS$ Millions

Sources: Tourism Economics

Pch

Spending Category 2011 2012 2013 2014 Change

Lodging $112.3 $113.0 $113.4 $121.4 7.08%

Food & Beverages $125.5 $127.3 $132.9 $141.2 6.28%

Retail $114.0 $112.7 $112.1 $115.5 3.02%

Recreation &

Entertainment$93.7 $97.9 $101.7 $110.4 8.55%

Local Transportation $91.0 $99.6 $97.6 $99.9 2.32%

Total $536.6 $550.7 $557.7 $588.4 5.51%

Growth Rate 2.63% 1.28% 5.51%

Visitor Spending and Impacts

Brown County

Millions

22

Visitor spending by sector

Nearly a quarter of the

average visitor dollar is spent

on food and beverages.

Twenty cents of the visitor

dollar goes to hotels, motels

and other paid

accommodations.

Retail shopping is the third

largest sector with just under

20%.

The share of the visitor dollar

spent on lodging reached

20.6% in 2014, up from 20.3%

in 2013.

Lodging20.6%

FnB24.0%

Retail19.6%

Rec18.8%

Ltrans17.0%

Visitor Spending by Sector

Sources: Tourism Economics

23

Seasonality of visitation

Nearly 55% of all room demand

is in Q3 &4 with hoteliers making

60% of all revenue in the second

six months of 2014.

Room demand rebounded in Q3,

posting growth of 6.7%, the

highest in 2014.

With the higher rates associated

with Packer games, 30% of room

revenue is in Q4 while only 24%

of room demand is in that

quarter.

0

5

10

15

20

25

Q1 Q2 Q3 Q4

2011 2012 2013 2014

Brown County Hotel Room Revenue$ millions

Source: Smith Travel Research

0%

5%

10%

15%

20%

25%

30%

35%

Q1 Q2 Q3 Q4

Revenue Rooms

Brown County Hotel Rooms and RevenueQuarterly Share, 2014

Source: Smith Travel Research

24

How visitor spending generates impact

• 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.

• Travelers create direct economic value within a discrete group of sectors (e.g. recreation,

transportation). 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.

25

Direct impacts of visitor spending

Business Day

The $588 million in visitor spending directly supported 8,330 jobs in

Brown County in 2014.

The 8,330 jobs in Brown County provided $289 million in wages

and benefits to those employees.

Percent Percent Percent

County 2012 2013 2014 Change 2012 2013 2014 Change 2012 2013 2014 Change

Brown County $550.7 $557.7 $588.4 5.51% 8,538 8,324 8,330 0.07% $274.7 $287.6 $288.9 0.48%

Wisconsin $10,375.6 $10,843.1 $11,419.1 5.31% 130,388 131,484 132,920 1.09% $2,449.1 $2,512.8 $2,610.9 3.90%

Share of State 5.31% 5.14% 5.15% 6.55% 6.33% 6.27%

Brown County and Wisconsin

Visitor Spending and Impacts

Visitor Spending Employment Labor Income

Millions Direct Millions - Direct

26

Total impacts of visitor spending

Business Day

2014 saw $588 million in visitor spending which supported another

$392 million in business sales for a total visitor-supported business

sales of $980 million in Brown County.

More than 11,200 Brown County jobs were supported by visitor

spending in 2014.

Percent Percent Percent

County 2012 2013 2014 Change 2012 2013 2014 Change 2012 2013 2014 Change

Brown County $906.2 $928.8 $980.5 5.57% 11,319 11,196 11,202 0.05% $382.1 $399.3 $405.5 1.57%

Wisconsin $16,773.9 $17,523.2 $18,475.6 5.44% 183,786 185,495 187,643 1.16% $4,512.1 $4,657.6 $4,829.9 3.70%

Share of State 5.40% 5.30% 5.31% 6.16% 6.04% 5.97% 8.47% 8.57% 8.40%

Total Tourism Impacts

Brown County and Wisconsin

Business Sales Employment Labor Income

Millions - TotalTotal Total

27

Tax impacts of visitor spending

Business Day

State and local governments benefitted by collecting $85 million in

tax revenue coming from visitor activity in Brown County.

$39 million in local governmental revenue was supported by visitor

activity in 2014.

In the absence of the state and local taxes generated by tourism,

each Brown County household would need to pay $855 to maintain

the current level of government services.

Percent

County 2012 2013 2014 Change 2012 2013 2014

Brown County $82.4 $82.9 $85.3 2.84% $98.0 $102.0 $102.8

Wisconsin $1,300.9 $1,356.3 $1,412.3 4.13% $983.6 $1,011.0 $1,052.3

Share of State 6.34% 6.12% 6.04%

Tourism Tax Impacts

Brown County and Wisconsin

State and Local

Millions

Federal

Millions

Taxes

Destination Promotion:

An Engine of Economic Development

How investments in the visitor economy

drive broader economic growth

The dividends of destination promotion

extend far beyond visitor-related industries

and include significant site relocations and new investments in unrelated sectors.

Destination promotion efforts build inbound

travel volumes that support expanded air

services.

Visitor spending helps support

a broader and higher quality

set of local amenities than an area could otherwise sustain.

Destination marketing builds the brand of a

place by defining and communicating its

uniqueness and attractiveness to potential

visitors and investors.

Select economic clusters could be

targeted for conventions and

conferences, bringing thought

leaders and decision makers into

our community to experience it first

hand.

Brenda KrainikDirector of Marketing & Communications

Greater Green Bay CVB

Top Origins

71.4% Visitors

Wisconsin

#17

What does the Travel Party Look Like?

42%

26%

17%

10%

6%

Does Age Really Matter?

41%

25%

35-5434%

Top Activities

Visiting Family

& Friends

Activity

#112

Length of Stay

3.5 Million67%

1.8 Million33% 5.3

Million

1Night60%

2-3Nts30%

4-7Nts

7%

8+Nts

3%

Top Reasons

Leisure Travel

Reason to Stay

Overnight

#15

Hotel Occupancy

56.6%

Average

Daily Rate

• Are you social?

• Do you collaborate?

• Have a marketing budget.

• 1 memorable experience

• Be picture perfect “# @”

• Collect visitor data and USE IT

What Can I Do?

Dr. Lalia RachFounder & Partner

Rach Enterprises