20182018ANNUAL REPORT

2018

The Greater Green Bay Convention & Visitors Bureau is the regional destination marketing organization committed to improving the visitor experience, and increasing the economic impact of tourism for its communities to enhance the quality of life for all residents.

We use these values and guiding principles to deliver on customer promises.• Professionalism • Accountability• Community-based• Partnership-oriented• Innovation • Dedication• Effectiveness • High Ethics

MISSION Statement

We are internationally accredited by Destinations International, the world’s largest tourism trade association.

COVER: New Experience Greater Green Bay Visitor Center

Dear Community & Tourism Industry Stakeholders,The Greater Green Bay Convention & Visitors Bureau (CVB) Board of Directors, management and staff are pleased to provide you with the 2018 Annual Report to the Community. It provides you a comprehensive understanding of the work performed by our staff last year. I hope you will see that it reflects the commitment we have to excellence. We are proud of the strong partnerships we cultivate with our stakeholders and tourism partners.

Greater Green Bay’s tourism industry continued to grow in 2018 with a 3.91% increase in direct spending by visitors, which followed an increase of 5.2% in 2017. Attractions continued to invest and expand; additional events took place and new hotel rooms entered our market. Investments made by attractions and venues provide more reasons for visitors to come to Greater Green Bay which is crucial in filling the new hotel rooms. Everything needs to work in unison to successfully build a stronger tourism economy.

The CVB worked closely with a national experiential tourism expert and eight of our partners to develop new experiences for groups. Visitors want to be fully immersed in an experience that emotionally moves them and excites their senses. We began marketing these new “Signature Experiences” and groups are loving the new opportunities and bookings are exceeding the early projections.

The CVB has worked very hard over the past three years developing a visitor center for Greater Green Bay. We work very hard to attract visitors to our community. Equally important, is interacting and engaging with visitors once they arrive! Our Mobile Visitor Center was parked at Green Bay Packers Training Camp for 12 practices (about 2 ½ hours each). We spoke to nearly 13,000 visitors from all 50 states and 34 countries during that time. We sent them to all corners of our community, and encouraged them to stay longer and return often! Imagine the impact we will have when we are talking to visitors every day! The CVB has raised nearly $6 million and by late spring in 2019, construction will begin on this spectacular showpiece to tell our community story.

The CVB is often seen as the “face” of our community’s tourism and hospitality industry, but we are just 13 of the 12,143 individuals providing our visitors with experiences that will create life-long memories. Working together, with our partners, Greater Green Bay is poised to see continued tourism growth for many years to come.

Brad Toll, CVB President & CEO

Pat Olejniczak, CVB Board Chair

Major renovations at five lodging properties brought an opportunity for an upgraded visitor experience. Our area saw an increase in the average daily room rate, and a cumulative two year increase of 9 percent in room tax revenue.

2018

4,389Rooms

Available

932,292Hotel Room Nights

Sold

3.5%From 2017

Room Tax Revenue

4.7%From 2017

$104.29Hotel

Average Daily Rate

(ADR)

Hotel ADR58.2%Occupancy 1.2%

From 2017

How does the CVB operate?The CVB has been designated by the Brown County Room Tax Commission as the area’s “Tourism Entity” or official destination marketing organization. The commission directs that a portion of the room tax collections be allocated to the CVB to support our overall operation and sales and marketing efforts. The organization’s activities are overseen by a 14-person board of directors made up of community business and tourism leaders. The CVB staff includes 13 full-time and 2 part-time employees.

Advocacy The tourism industry in Brown County and the State of Wisconsin is an economic powerhouse. Visitors to Brown County alone had a total impact of more than $1 billion generating over $100 million in state and local taxes. Sharing that message with our state legislators, local government and community leaders and residents helps them to understand the importance of the tourism industry. The CVB also communicates the challenges the industry faces. In 2018, the CVB CEO had meetings with 58 elected officials (federal, state and local) to discuss tourism issues that affect Brown County. Please contact the CVB with any concerns you have regarding legislation/ordinances you feel impact the tourism industry.

positions on Boards

National State Local

17

16 14 18

CVB HOLDS MEMBERSHIP

with Industry Associations and Local Organizations

• Increase State Tourism Marketing Funding

• Maintain September 1 School Start Date Law

• Support Creative Economy Grant Program

• Maintain Room Tax Law

• Improve Transportation Infrastructure

CVB STAFF HOLDS

2018 LODGING INDUSTRY GROWTH

5 TOURISM ISSUES

2018 TOURISM IMPACT5.8 Million people visited Brown County

$697 Million (+3.91%) Brown County Visitor Expenditures

Brown County Visitor Spending by Season $ Millions

2 million34%

Overnight Visits

(+1.2%)

3.85 million66%

Day Visits(+2%) 12,143 Jobs

Supported in Brown County

Recreation, Arts, Entertainment

19.3%$134 million

Direct Visitor Spending includes hotels, retailers, restaurants, attractions, transportation services and other businesses, and supports jobs in Brown County.

2018 Research Provided by Tourism Economics,

Wayne, Pennsylvania.

Retail

19.1%$133 million

Food & Beverages

23.8%$166 million

Accommodations

21.9%$153 million

Transportation

15.9%$111 million

Q1

Q2

Q3

Q4

$128

$168

$224

$177

Brown County tourism generated $43.5 million in local taxes.

Without taxes generated by tourism, each

Brown County household would need to

pay $940 to maintain the current level of

government services.

20182016 2017

41

41

41

41

41

41

141

141

141

141

141

4341

41

41

41

43

43

43

43

Kewaunee 1

Greenleaf 3Wrightstown 1

Denmark 2

Bellevue 9

De Pere 30

Allouez 14Airport 6

Oneida 13

Pulaski 1

Algoma 13

New Franken 2

Green Bay East 37

Green Bay West 26

Green Bay Downtown 44

Howard/Suamico 30

Ashwaubenon 77

BUSINESS DEVELOPMENTBusinesses that want traffic from out-of-town guests look to the CVB for referrals, recommendations, social media mentions, networking, business leads and advice. Our staff keeps tourism-friendly local businesses in front of the traveling public. Businesses who are members of the CVB are featured in advertising, national media stories, www.greenbay.com and promotional materials.

Business Memberships by RegionBROWN COUNTY

Membership by CategoryPARTNEREVENTS 29

Hosted

Shopping & Retail 10%

Accomodations 16%

Agencies & Nonprofits 4%

Nightlife 1%

Attractions & 25% Entertainment

Culinary 36%

Professional Services 8%(includes Transportation)

NEWMEMBERS 27

Attendees at950NETWORKING EVENTS

Created by the CVB to promote hospitality readiness in Greater Green Bay, the Tourism Insider Program (TIPs) graduated 148 local professionals in 2018. This is an educational opportunity for any community member interested in providing a great visitor experience, no matter what industry they work in.

Make the Right

GAME TIME Decision

80,000 sq. ft Convention Center - 4,500 Hotel Rooms

One-of-a-Kind Meeting Venues & Group Experiences

Schedule Your Tour at MeetInGreenBay.com

Contact Beth Ulatowski

Beth@greenbay.com

920-405-1156

BOOK GREEN BAY, WI

SPORTS MECCA

RELIGIOUS EXPERIENCE

Green Bay is known around the world as the home of the Green Bay Packers. Visiting historic Lambeau Field is on the bucket list of many sports fans. Tour the stadium and the museum. Dine on site.

The National Shrine of Our Lady of Good Help was declared a holy place February 2011 by the Vatican. Located in Champion, 17 miles west of Green Bay, pilgrims from all over the world have visited this modest country church.

CULINARY FINDS

WATERFRONT ACTIVITIES

Our destination offers field to fork dining experiences, the famous Wisconsin cheese you always hear about, some of the best chocolate you’ll ever taste, craft brewing operations that each have a unique twist and wineries producing a cold-weather grape flavor only found in Northeastern Wisconsin.

Along the shore of the Fox River in downtown Green Bay, you’ll find a la carte dining Wednesdays at Dine on the Deck, free concert Fridays and dining options that make visiting the riverfront an enjoyable time. See the freighters cross under the bridges, leisure boats cruising, kayaks paddling and the River Tyme river boat touring groups of guests.

HISTORY REVISITED

NATIVE AMERICAN CULTURE

Heritage Hill State Park, Neville Public Museum, the National Railroad Museum and The Automobile Gallery are just a few options for the history lover. Your group will love the “If Tombstones Could Talk” cemetery walk, the popular Civil War re-enactments and the Packers Heritage Trail trolley tours.

Visit the Oneida Nation Museum, picnic at the buffalo overlook or experience the native village. Even some of the early Green Bay Packers players were native. Every Independence Day weekend, you can watch native dance at the Oneida Pow-wow and sample cultural cuisine.

GreenBay.com

NEW in2019

Find UsFollow Us

EXPERIENCES

signatureLOOKING FOR SOMETHING NEW AND EXCITING? Be part of the action! Go behind the scenes! Amp up your group visit by trying a Green Bay Signature Experience. See history and performing arts from a whole new perspective. Have an animal encounter. Challenge your senses, and see things you’ve never seen before.

We can help build an unforgettable visit to Green Bay!

Call Julie at 888-867-3342 or e-mail Julie@greenbay.com.

BOOK TODAY! greenbay.com/signature-experiences

JOIN US FOR

Over 50 restaurants participate in Green Bay Restaurant Week. Taste your way through

the city. Enjoy award-winning cuisine and check out our local wineries and breweries during your visit!

www.GBrestaurantweek.com

888-867-3342

See Our Menus Online!

#GBEatWeek@GBEatWeek

GREAT

GREAT

GREAT

GREAT

FOOD

TEAM

FUN

SCENERY

NATURE CONNECTS

Art with LEGO Bricks

16 Giant Sculptures

Green Bay Botanical Garden

Through August 19

ONEIDA NATION

POW WOW

Dance Competition, Food & Art

Norbert Hill Center

June 29-July 1

GREEN BAY

RESTAURANT WEEK

Dining Discounts, 60+

Restaurants, Community-wide

July 12-19

PULASKI POLKA DAYS

Polish Music Festival

Live Bands, Parade & Crafts

Downtown Pulaski

July 19-22

For a complete listing of

Green Bay events, visit

GreenBay.com.

Call for Your FREE

Guide to Green Bay

888-867-3342

SOCIAL IMPRESSIONS

COPIES OF THE OFFICIAL VISITORS GUIDE were printed and distributed throughout the United States and 26 countries, with the most international requests coming from Canada.

2,056,917

225,000

This CVB marketing team is responsible for promoting Greater Green Bay and heightening the brand awareness of the destination. The markets we work in are leisure travel, convention sales, sports events, group travel, cruising and international leisure tourism. We produce promotional materials, secure paid advertising, oversee several websites and manage 16 social media channels.

Website Traffic

PAGE VIEWS (All sites)

TOTAL WEB VISITORS

2,041,056

Our E-newsletter lists include Leisure, Meetings, Sports and Partners totaling

E-NEWS RECIPIENTS118,278

950,252

MARKETING

Over the course of the year, CVB staff pitched story ideas to 578 journalists from around the world. We again hosted a significant amount of writers to tour and experience our community. A radio initiative began, with a regular monthly segment on Milwaukee’s WTMJ, and a bi-monthly segment on Green Bay’s WTAQ. In addition, interviews were scheduled on stations in the upper peninsula of Michigan, Fond du Lac, Shawano, Appleton and Door County.

The CVB had a very successful press conference to announce the Experience Greater Green Bay Visitor Center. The event drew more than 100 attendees and every media outlet in Brown County.

Finally, full episodes of our Discover Wisconsin episodes can be streamed on Roku. We are happy to extend the life of this programming, reaching out to viewers across the globe.

Sharing Local NewsConventions and sporting events that are in town throughout the year make use of the free press release distribution services offered by the CVB. Our relationships with the local press help to generate stories on television, in print, online and over the airwaves. Some events are open to the public, and need assistance building local attendance. Others want to communicate ‘giving back’ service projects happening during their visit. This is also an opportunity for the CVB to communicate what types of events we work with and their economic impact.

COMMUNICATIONS

33JOURNALISTS

95STORIES

$870PUBLICITY VALUE

K

INTERVIEWS IN 201894

CONVENTION SALES

2018 Convention HighlightsWisconsin Credit Union League

1,300 people

1,180 room nights

$1.3 million

National Catholic Media Conference

450 people

1,041 room nights

$412,000

National Lutheran Women’s Missionary Society

1,200 people

1,685 room nights

$1.3 million

Our sales staff travels throughout the state and nationally, searching for business that is a good match for our destination. The qualified leads generated are shared with event and convention facilities. Our team works closely with hotels to book business in our community.

HOSTEDSales Team Attended

guests for site visits

TRADE SHOWS 17113

165,048 Room Nights confirmed for future years,

generating economic impact of $132 million

Total Impactof conventions held in 2018 was $100 million

Leads sent have the potential economic

impact of $90.9 million

Our sports sales staff has a hands-on approach with planners of youth, amateur and professional sports considering Green Bay. Tournaments and championships love to hold events in sports-minded cities. Our community’s fields, courts, ice and lanes all play an important role of winning sports business.

ROOM NIGHTS Confirmed for future years

HOSTED 34 DIFFERENT SPORTS

GENERATING ECONOMIC IMPACT

MILLION$39

SPORTS SALES

2018 Sports HighlightsWI USBC Women’s Bowling

State Tournament

12 straight weekends

USA Hockey

18 Under Tier II National Championships

36 teams

$1.36 million Economic Impact

Great Northwest Basketball League

6th Grade Boys Basketball

93 Teams – a new record

WAMO State Dart Tournament

Brown County Arena / ShopKo Hall

4,400 unique dart throwers

$3.3 Million of Economic Impact

Midwest Women’s Bowling Tournament

Five straight weekends in June

3,257 Bowlers

26 states and Canada

BOWLINGP

OO

LC

UR

LIN

GSWIMMING

HOCKEY

SOCCER

SOFTBALL

DARTS

CHEERLEADING

RUNNING

VOLLEYBALLBASKETBALL

ICE

FIS

HIN

G

FO

OT

BA

LL

WR

ES

TL

ING

76,082

DESTINATION EXPERIENCEWhether visiting for a convention or on a family vacation, our staff offers travel assistance and shares local knowledge with visitors to make their experience memorable. Helping convention planners, sports event organizers and the traveling public is all in a day’s work for the CVB team.

• Name badges

• Welcome Packets

• On-Site registration assistance

• Online housing reservation system

• Assistance with speakers, entertainment and guest/spouse programs

219EVENTS

SERVICED

772

13,561Event Packets

28,606Visitor Inquiries

(Phone, Web, Email, Walk-ins)

536,424BrochuresDistributed

29Mobile Visitor CenterEvent Days

SELLING OUR DESTINATION

171One-on-OneAppointments

8

Group Services Provided

Attended

Travel Shows

In October, the CVB launched Green Bay Signature Experiences. It is a collection of eight group-friendly immersion activities, from 90 minute to two hours in length. Each is unique, and can only be done here in Greater Green Bay. Participants include: Let Me Be Frank Productions, Green Bay Botanical Garden, Heritage Hill State Park, Oneida Nation, NEW Zoo, Parallel 44 Vineyard, National Railroad Museum and the Neville Public Museum. The Signature Experiences are an up charge from what a typical tour would cost, allowing for the attraction to generate additional revenue while providing an elevated tour experience.

More info at www.greenbay.com/signature-experiences.

EXPERIENCESsignature

Volunteer Hours

The majority of the CVB’s revenue comes from a tax added to hotel room stays, so the visitors we bring here help fund our marketing efforts.

The change in net assets of -$104,071 was due to unbudgeted opportunities that became available throughout the year.

FY2018 Audited Revenue

FY2018 Audited Expenses

FINANCIAL STATEMENT

82%Room Tax$1,793,898

28%

17%19%7% 29%

18% OTHER REVENUEAdvertising $143,058 7%

Grant Revenue $60,000 3%

Business $70,409 3% Development

Bureau Services $38,605 2% (Housing, Tours, etc.)

Restaurant Week $14,200 1%

Insurance $10,073 .5%

Interest $4,190 .5%

501c3 Refund $18,540 1%

Total $2,142,973

Sales $642,114 29%

Marketing & $632,195 28% Communications

Tourism Sales & $374,329 17% Bureau Services

Administration $443,530 19%

Business Development $154,876 7%

Total $2,247,044

REPRESENTING ALGOMA, ALLOUEZ, ASHWAUBENON, BELLEVUE, DE PERE, GREEN BAY, HOWARD, ONEIDA NATION, PULASKI AND SUAMICO.

Board of DirectorsSusan Garot Executive Director, Green Bay Botanical Garden

Charles Guthrie Athletic Director, University of Wisconsin – Green Bay

Kristine Hall General Manager, Hyatt Regency Hotel – KI Convention Center

Sara Krouse Executive Director, Algoma Chamber of Commerce

Tom Olson Retired Executive

Ed Policy Chief Operating Officer and General Counsel, Green Bay Packers

Dilan Van Ryn General Manager, Lodge Kohler

Executive CommitteeCHAIR Pat Olejniczak Hotel Manager, Kress Inn – St. Norbert College

IMMEDIATE PAST-CHAIR Bruce Wolf Owner, Comfort Suites/Rock Garden/ 1951 West

VICE CHAIR Steve Ninham General Manager, Radisson Hotel & Conference Center

SECRETARY Carol Van Vreede CEO, Skyline Exhibit Resource

TREASURER Debbie Bukouricz Principal, CLA (CliftonLarsonAllen LLP)

AT LARGE Geoff Lacy Partner, Strang, Patterson, Renning, Lewis & Lacy

789 Armed Forces Drive, P.O. Box 10596

Green Bay, WI 54307-0596

888-867-3342 | 920-494-9507

www.greenbay.com

StaffADMINISTRATION Brad Toll, President / CEOCameron Teske, Visitor Center DirectorLaurie Long, Office Coordinator

BUSINESS DEVELOPMENT Jessica Diederich, Director of Partnerships & Community Relations

MARKETING & COMMUNICATION Brenda Krainik, Director of Marketing & Communications

Amanda Schmidt, Marketing Manager

SALES Beth Ulatowski, Director of Destination Sales

Denise Humphrey, Senior Destination Sales Manager

Ben Cahall, Destination Sales Manager

Joel Everts, Destination Sports Manager

Patti Drabes, Destination Services Manager

VISITOR EXPERIENCES Julie Gerczak, Director of Visitor Experiences

Sally Graham, Visitor Experiences Coordinator

Jeremy O’Hearn, Visitor Services Assistant

Randy Breecher, Brochure Distribution